Brand loyalty is a critical factor in the success of power brands, as it directly influences customer retention and long-term profitability. This study explores the dynamics of brand loyalty by focusing on the interplay of three key elements: brand image, consumer judgment, and emotional feelings. It examines how these factors interact to shape customers' perceptions and loyalty towards brands, and how marketers can leverage them to strengthen brand equity. Through a combination of qualitative and quantitative research methods, the study uncovers the ways in which brand image influences customer judgment, which in turn affects their emotional connection with the brand. The findings suggest that a strong, positive brand image not only enhances consumer trust but also fosters stronger emotional ties, ultimately driving loyalty. The study concludes with practical recommendations for brand managers on how to strategically manage these elements to build and sustain brand loyalty in an increasingly competitive market.

Brand Loyalty, Brand Image, Consumer Judgment

Aaker, D.A. (1991), Managing brand equity: capitalizing on the value of a brand name, The Free Press, New York.

Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), “Antecedents and consequences of customer-company identification: expanding the role of relationship marketing”, Journal of Applied Psychology, Vol. 90, No. 3, pp. 574-585.

Barone, M.J. and Miniard, P.W. (2002), “Mood and brand extension judgments: Asymmetric effects for desirable versus undesirable brands”, Journal of Consumer Psychology, Vol. 12, No. 4, pp. 283-290

Clottey, T.A., Collier, D.A. and Stodnick, M. (2011),“Drivers of customer loyalty in a retail store environment”, Journal of Service Science, Vol. 1, No. 1, pp. 35-48.

Cunningham, R.M. (1956), “Brand loyalty-what, where, how much”, Harvard Business Review, Vol. 34, No. 1, pp. 116-128.

Da Silveira, C., Lages, C. and Simões, C. (2013), “Reconceptualizing brand identity in a dynamic environment”, Journal of Business Research, Vol. 66, No. 1, pp. 28-36.

Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 99- 113.

Edson Escalas, J. (2004), “Narrative processing: Building consumer connections to brands”, Journal of Consumer Psychology, Vol. 14, No. 1, pp. 168-179.