This study examines the antecedents of brand loyalty like brand awareness, perceived quality and mediating role of Brand Image. The data was collected by using established scale and statistical techniques correlation, regression and mediation were used for interpretation. The results indicate a positive relationship between perceived quality and brand loyalty but a negative relationship between brand awareness and brand loyalty. Additionally, mediation has been established between brand awareness, perceived quality and brand loyalty due to brand image. Overall, these results demonstrated that the influence on brand loyalty varies across various variables of study. Results contribute to the brand loyalty topic.\nStatement of contribution;\nResearch suggests that for Beverages (low involvement products) brand image fully mediates the relationship between brand awareness and brand loyalty. Additionally partial mediation has been observed between perceived quality and brand loyalty due to brand image. That’s why extended levels of brand awareness and perceived quality develop the the brand image which ultimately yield brand loyalty. Thus loyalty program should focus on the awareness and perception of quality. \nKeywords: Brand loyalty, Perceived Quality, Brand Image, Brand Awareness, Mediation, Pakistan.

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