Wizerunek banku i lojalność nabywców
Bank image and buyers loyalty

Summary/Abstract: This paper indicates the inadequacy of measurement of brand image and loyalty in various studies. The main aim of this paper is to check if indeed there is a relationship between an image and loyalty and, if so, what its business implications are. In addition, the comparison of multiple methods of brand image measurement is discussed. In order to confirm hypothesises that loyalty is possitively associated with brand image, the results of empirical study are presented and analysed, based on which managerial and research implications are suggested. This study suggests that in fact there is a positive relationship between an image and loyalty, but its strength depends on particular method of brand image measurement.

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