June 1, 2017 Thesis Open Access

Samuel Hagos

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{
  "DOI": "10.20372/nadre:4666", 
  "author": [
    {
      "family": "Samuel Hagos"
    }
  ], 
  "issued": {
    "date-parts": [
      [
        2017, 
        6, 
        1
      ]
    ]
  }, 
  "abstract": "<p>The purpose of this study is to examine the effect of brand image on customer satisfaction and<br>\nloyalty in Ethiopian Insurance Corporation Addis Abeba customers. The study tried to explain the<br>\nrelationship between brand image and customer satisfaction and loyalty, the effect of brand image<br>\non customer satisfaction, and the mediating effect of customer satisfaction in brand imagecustomer<br>\nloyalty relationship. Brand image benefits (i.e. functional, experiential and symbolic<br>\nbenefits) are used as independent variables and customer satisfaction and customer loyalty as<br>\ndependent variables. Besides, questionnaires are used as data collection instrument from<br>\nrespondents. Correlation analysis used to analyze the relationship between the variables and<br>\nregression analysis is performed to examine the effect of brand image on customer satisfaction<br>\nand loyalty. The results showed that brand image benefits and customer satisfaction are positively<br>\ncorrelated, and customer satisfaction and customer loyalty are also significantly affected by brand<br>\nimage benefits with different degrees</p>", 
  "title": "THE EFFECT OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYATY", 
  "type": "thesis", 
  "id": "4666"
}