A review of literature of antecedents of brand loyalty

As brand and brand loyalty both are very important for the organizations today, it got relevance to study and review the brand loyalty concept. In this research paper an analysis is therefore done on various antecedents of brand loyalty. Various research papers are analyzed which gave us an insight on the importance of brand loyalty. An analysis is also done separately on various antecedents like brand association, brand trust, brand image and perceived quality which have a direct and positive impact on brand loyalty. A model is also suggested by the researchers on these antecedents and brand loyalty. And on the basis of analysis and development of a conceptual model it is concluded that brand image, brand association, brand trust and perceived quality have a direct andpositive impact on brand loyalty.