Brand image has become a crucial element affecting consumer behaviour in today’s highly competitive marketplace. Customers are influenced not only by the quality and price of products but also by their perceptions and emotional connections with a brand. This research investigates the relationship between brand image, customer satisfaction, and customer loyalty among consumers in Pune, India. The study seeks to determine whether a positive brand image has a significant impact on customer satisfaction and loyalty, while also examining the influence of trust, emotional attachment, and digital platforms on consumer behaviour.

The research is based on primary data collected from 100 respondents through a structured questionnaire. A descriptive research design along with a convenience sampling technique was employed for the study. The collected data were analysed using percentage analysis, graphical representation, and chi-square hypothesis testing. The findings indicate that brand image plays a significant role in influencing both customer satisfaction and customer loyalty. Customers who view a brand positively are generally more inclined to trust the brand, make repeat purchases, and develop a sense of loyalty and emotional attachment toward it.

The study also reveals that factors such as product quality, brand reputation, reliability, social media engagement, and online customer reviews strongly contribute to the development of brand perception. Furthermore, customer satisfaction was identified as a mediating factor between brand image and customer loyalty. Although consumers prefer well-established brands, purchasing decisions are still affected by pricing and the availability of alternative options.

The research concludes that organizations should concentrate on developing a consistent and strong brand image while delivering quality products and positive customer experiences. An effective digital presence and active consumer engagement can further enhance customer satisfaction, strengthen loyalty, and support long-term competitive success.

Keywords: Brand Image, Customer Satisfaction, Customer Loyalty, Consumer Behaviour, Digital Branding, Brand Trust