One of the main purposes of marketing is attracting and maintaining customers. Marketers to achieve these goals implement different strategies. According to this fact that one of dominant principles of current competitive market is customer orientation and paying attention its principles a perfect marketing involves a detailed customer analysis; the impact of a particular brand image on the customer's mind, and the amount of his/her satisfaction toward buying product can affect customer being loyal, therefore, the intention of loyalty, and customer satisfaction are widely accepted as an important issue among all manufacturers. This issue stimulates us investigating the impact of brand image on customer satisfaction and loyalty intention, and to this, consumers of hygiene products (in the city of Rasht) are use. Therefore we developed a questionnaire consists of 35 questions on variables of brand image, customer satisfaction and loyalty intention, and distributed them between 384 consumers of hygiene products, and after collecting questionnaires which were completed by customers of hygiene products, analyzed them by powerful structural equation technique. Research results, and different fit indices have confirmed fitness of model, and through relationships between these variables and studying hypothesizes we found that customer satisfaction on brand image has been significant, as well as, customer loyalty intention through customer satisfaction is significant, and in order to have positive brand image in the customers’ minds there should be specific paying attention to customer satisfaction and all factors that will lead to customer satisfaction.

Full text: IJEIR_779_Final.pdf