This study will look at how customer happiness and brand image affect brand loyalty. The impact is demonstrated by data collected from Gujranwala, Pakistan, customers. A questionnaire survey was used to collect data from randomly selected University of the Punjab, Gift University, Indus Industries, and local community customers. A sample of about 200 respondents was collected over the course of a month, and SPSS software was used to further evaluate the respondents' replies using various statistical techniques. The results demonstrated that both customer happiness and brand image had a strong beneficial influence on brand loyalty. According to a study, brand image had a greater effect on brand loyalty than did consumer satisfaction. This study also makes it clear that a business may increase customer loyalty to its brand by providing superior customer service, communicating clearly, and correctly positioning the brand to provide a favorable image. Information on the limits of the research, its applicability, and potential future research areas are also included in this paper.

Customer Satisfaction, Brand Image, Brand Loyalty