The Effect of Brand Image on Client Loyalty: Mediating Impact of Client Satisfaction at Footwear Stores

A brand image was a valuable intangible asset that was hard to imitate and could sustain financial performance. This research analyzes brand image's effect on client loyalty: Mediating impact of client satisfaction at footwear stores. The research model was suggested from previous studies, and 266 purchasers who bought at footwear stores in Ho Chi Minh City, Vietnam was examined. The partial least squares (PLS) technique was utilized to estimate the measurement and structural models. The PLS technique was a widely accepted variance-based structural equation modeling (SEM) approach in social science and business. The findings of the analysis display that brand image associates positively with client satisfaction. Besides, the outcomes also prove that brand image relates positively to customer loyalty. Furthermore, the research findings support that customer satisfaction is a mediator variable in liking brand image and customer loyalty. Based on these findings, we suggest some implications for managerial and further research.