Tahreem Taqi

The Impact of Brand Identity on Customer Retention through the mediating role of Customer Satisfaction and moderation of Brand Commitment. Our topic will explain the relationship between all our four variables. The first one which plays the role of independent variable is brand identity, which includes all the visible elements of the brand like color, design and logo that has an impact on consumers mind. The second variable is customer retention which is dependent on brand identity, is about retaining your existing consumer base and preventing them from switching to a competitor. Moreover, customer satisfaction will play a mediating role between brand identity and customer retention as it examines the consumer’s perspective and predicts whether the customer will be retained or not. Moving on to our moderator i.e. brand commitment is related to the loyalty of the consumers towards a particular brand (Utpal, 1997). Brand identity will help us evaluate how the physical features of a product can have an impact on consumers mind and whether or not it plays a role in their purchasing decision. Secondly, we will provide a detailed insight of how customer satisfaction and brand commitment plays a part towards customer retention. If the loyalty of a consumer towards a brand i.e. brand commitment is strong then the relationship between our independent and dependent variable will be strengthen otherwise, vice versa. Lastly, customer satisfaction will also help us analyze that whether the consumers will be retained or not