Do brand image and brand awareness influence brand loyalty?

Brand image and brand awareness play a central role in customers' purchase-decision making. The purpose of this study is to examine the influence of brand image and brand awareness on brand loyalty. Data were collected through a survey on 133 sport motorcycle enthusiasts in Indonesia. The results revealed that brand image and brand awareness had positive influence on brand loyalty. This may imply that sport motorcycle companies should strive to establish brand image and brand awareness to promote brand loyalty.