Thesis Open Access
THE EFFECT OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYATY
Samuel Hagos
The purpose of this study is to examine the effect of brand image on customer satisfaction and
loyalty in Ethiopian Insurance Corporation Addis Abeba customers. The study tried to explain the
relationship between brand image and customer satisfaction and loyalty, the effect of brand image
on customer satisfaction, and the mediating effect of customer satisfaction in brand imagecustomer
loyalty relationship. Brand image benefits (i.e. functional, experiential and symbolic
benefits) are used as independent variables and customer satisfaction and customer loyalty as
dependent variables. Besides, questionnaires are used as data collection instrument from
respondents. Correlation analysis used to analyze the relationship between the variables and
regression analysis is performed to examine the effect of brand image on customer satisfaction
and loyalty. The results showed that brand image benefits and customer satisfaction are positively
correlated, and customer satisfaction and customer loyalty are also significantly affected by brand
image benefits with different degrees
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- Publication date:
- June 1, 2017
- DOI:
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- Communities:
- License (for files):
- Creative Commons Attribution