Brand image refers to the way consumers perceive a brand and the values ​​they attribute to it. Brand loyalty, on the other hand, reflects consumers' loyalty to a particular brand and their intention to repurchase. The purpose of this study is to examine the effect of brand image on brand loyalty. The research was conducted specifically for Android phone brands. The data of the study was collected through an online survey on a sample of 384 people using the convenience sampling method. Reliability and factor analyses and multiple linear regression analyses were conducted using brand image and brand loyalty scales in the study. According to the factor analysis results, it was seen that brand loyalty was divided into three sub-dimensions, and in this context, brand loyalty was addressed in three dimensions: cognitive, emotional and behavioral. When the analysis results were examined, it was shown that brand image had a positive and significant effect on brand loyalty. In particular, cognitive loyalty was determined as the dimension most affected by brand image. Emotional and behavioral loyalty also showed a positive relationship with brand image. The research findings reveal that a strong brand image is an important factor in increasing customer loyalty. It is seen that consumers tend to prefer and remain loyal to brands with strong images. The results of the study offer important strategic implications for smartphone manufacturers. A strong brand image both reinforces the loyalty of existing customers and attracts new customers. The research explains the relationship between brand image and loyalty based on literature and supports it with empirical findings. In this context, it is thought that the study makes important contributions in terms of marketing management and brand strategies.