The Impact of Brand Image on Customer Satisfaction and Brand Loyalty: A Systematic Literature Review

This literature review examines the impact of brand image on customer satisfaction and brand loyalty in the context of foreign tourism. Following a review of relevant literature, 13,302 articles were found for this study, including the keywords "brand image (BI)", "customer satisfaction (CS)", and "brand loyalty (BL)". Considering the required inclusion and the quality of studies, we employed the rigorous PRISMA technique for comprehensive data synthesis and evaluated 79 articles for the final review. Our findings underscore the significant impact of brand image on shaping customer satisfaction and fostering brand loyalty within the foreign tourism sector. The study enriches the literature by incorporating self-congruity theory. In addition, factors like product quality, pricing, and advertising are identified as key determinants significantly influencing the proposed relationship.