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Chapter 2

THIS WILL SERVE

REVIEW OF RELATED LITERATURE AND STUDIES
AS YOUR
INTRODUCTION

This chapter presents the literature and studies, which are significant to present the

study. A synthesis of review of literature and Gaps Bridge by the present study was also

included in this chapter.

The literature and studies that were reviewed were found to have bearing on the

present study. They served as bases for the conceptualization the study’s problem, research

USE THEMATIC design and methodology.

PRINCIPLE IN
ORGANIZING THE BOLD FONT AND
LITERATURE ALIGN LEFT THE
REVIEW THEME/CONCEPT TO
Basic Beliefs about Brand Image DISCUSS

ALWAYS INDENT
THE FIRST LINE OF
THE PARAGRAPH Brand image is the modern perception of the customers regarding the product. It can be

defined as exclusive package in the minds of targeted customers. It gives the positioning to the

product in the market. Brand image is basically set of beliefs and faith of the customer and it

basically generated when the customer have complete knowledge regarding their product/

service. When the customer is completely aware of the pros and cons of the product then it

emotionally attached with them but it’s a mental game because it is very important to tackle your

targeted audience through marketing strategies. It serves the company mission and vision

statement and helps the organization to complete its all goals and objectives effectively.

Company’s artifacts express organization’s reputation, motto relating organization’s business

objectives and in streamline with the prime values of organizations which are core elements of

positive brand image.

So images can be evaluated beside the several orientation points like brand image, social
perspective and public image to influence the consumer of the product in order to trigger the brand

awareness and brand loyalty. Brand image is the overall impact in the customer minds that is

developed through different sources. Public relation, social networking creates positive brand

image of the product and its major chunk depend upon the community perception regarding the

product/services (Nazir, Ali and Jamil, 2016).

Brand image is the key driver of brand equity, which refers to consumer’s general

perception and feeling about a brand and has an influence on consumer behavior (Zhang, 2015).

Different marketing strategies were being used by corporations. Its purpose is to get the attention

of every possible customer and make them purchase. Even though the consumption decision of

a customer will be influenced by qualities of the brand, it can be also concluded by the

customer’s perception. Regardless of the inevitable change of consumers’ life style and way of

information processing, brand image remains its primal impact factor of consumption decisions.

Therefore, the root and foundation of brand equity are brand image and brand awareness. The

concept also talked about linking unique and strong brand association with consumers’

memories about the brand through marketing campaigns can result to a positive brand image.

Successful Brand Image as Perceived

According to Hsieh, Pan, and Setiono (2006), a successful brand image enables

consumers to identify the needs that the brand satisfies and to differentiate the brand from its

competitors, and consequently increases the likelihood that consumers will purchase the brand.

Brand image is indispensable for marketing where customers infer the quality of products by the

brand image and are further stirred up the behavior of purchasing.

Brand image is indispensable for marketing where customers infer the quality of products

by the brand image and are further stirred up the behavior of purchasing. Ballantyne, et al. (2005)
as mentioned by Lin (2011) defined brand image as the material property associated with the

brand, such as the product name and the packing, which could make profits or sense for

customers and help or increase describing the characteristics. The important point of brand

image in catering industry is the customer benefit brought by the brand that the brand essence is

delivered to the customers. Based on the process to gradually establish the brand image in catering

industry, studies on customer satisfaction and the integration of brand image could be applied to

the establishment of brand image to thoroughly meet customer satisfaction. The brand image in

catering industry presents comprehensiveness that deeper key point of brand image, the

connotation of the brand image, would be ignored when simply considering the superficial

images of name and mark. Consequently, the establishment of brand image in catering industry

is to firmly establish a brand image basis. It is crucial to internalize the spirit of the brand to brand

image so as to meet customer satisfaction. The meaning that a brand holds for a long period of

time lies in its value, from which the foundation of a brand is confirmed and the connotation of

brand image is originated. To speak more concretely, the connotation of the brand image in

catering industry consists of customer satisfaction. Integrated promulgation is important to

establish brand in catering industry as it establishes a connection between customers and brand

image. If only the core value of the catering business is delivered to the target customer and

achieved customer satisfaction, the directivity of brand image in the catering business would be

more explicit. That is, only when the core value of brand image spreads to a customer will the

brand image in the catering business be clearly established in the brain of the customer (Lin,

2011). EVALUATE AND INTERPRET THE

LITERATURE REVIEW TO BE
ABLE TO DRAW CONCLUSIONS
Synthesis of the Reviewed Literature

The review of related literature and studies has an implication on the present study. All
reviews were focused on the corporate brand image, customer satisfaction and loyalty. The

researchers and works of different writers and authors like Nazir, Ali and Jamil (2016), Chao,

Wu and Yen (2015), Kariuki (2015), Zhang (2015), Baig and Batavia (2014), Ene and Ozkaya

(2014), Naimi and Shahroudi (2014), Otaibi and Yasmeen (2014), Upamannyu and Sankpal

(2014), Zakaria, et al. (2014), Kazemi, PaEmami, Abbaszadeh and Pourzamani (2013), Oyancha

(2013), Saeed, et al. (2013), Wan and Schell (2013)gave substantial and closely related

information needed to this study.

Various findings proved that brand image has either direct or indirect impact to customer

satisfaction and loyalty can be an outcome of customer satisfaction. Nazir, Ali and Jamir (2016),

Kariuki (2015), Zhang (2015), Upamannyu and Sankpal (2014), Oyancha (2013), Kazemi,

PaEmami, Abbaszadeh and Pourzamani (2013), Saeed, et al. (2013), Lin (2011) and Hsieh, Pan

and Setiono (2006) said that brand image is a significant factor for a good evaluation of the

customers. Also, it is a reflection of opinion and impression of a customer regarding the product

or service and has influence on the behaviour of the customer.

Kariuki (2015), Zhang (2015), Baig and Batavia (2014), Naimi and Shahroudi (2014), Otaibi

and Yasmeen (2014), Upamannyu and Sankpal (2014), Kazemi, PaEmami, Abbaszadeh and

Pourzamani (2013), Oyancha (2013), Saeed, et al. (2013), Wan and Schell (2013) and

Andreassen and Lindestad (2008) discovered that customer satisfaction is the overall assessment

of a customer regarding his expectations before and after consuming the product or receiving

the service. Also, Kapferer (2011), Lin (2011) and Da Silva and Syed Alwi (2008) mentioned

that there were some dimensions and approaches that can measure and identify the customer

satisfaction.
 IDENTIFY AT LEAST ONE GAP
THAT WILL BE ADDRESSED IN
THE CURRENT STUDY
Gaps Bridged by the Present Study

From the above review of related literature and studies, the following gaps

were determined:

1. There were no studies yet conducted on corporate brand image and customer

satisfaction on loyalty considering selected coffee shops customers as the respondents of the

study.

2. There were no studies yet conducted on corporate brand image and customer

satisfaction on loyalty in a selected coffee shop considering Makati City as the place of

investigation.

In view of the gaps identified, the study determined that corporate brand image and

customers’ satisfaction and loyalty to coffee shops in Makati City.