June 1, 2017 Thesis Open Access

Samuel Hagos

DataCite XML Export

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  <identifier identifierType="DOI">10.20372/nadre:4666</identifier>
  <creators>
    <creator>
      <creatorName>Samuel Hagos</creatorName>
    </creator>
  </creators>
  <titles>
    <title>THE EFFECT OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYATY</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2017</publicationYear>
  <dates>
    <date dateType="Issued">2017-06-01</date>
  </dates>
  <resourceType resourceTypeGeneral="Text">Thesis</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/4666</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:4665</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/aau</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/zenodo</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;The purpose of this study is to examine the effect of brand image on customer satisfaction and&lt;br&gt;
loyalty in Ethiopian Insurance Corporation Addis Abeba customers. The study tried to explain the&lt;br&gt;
relationship between brand image and customer satisfaction and loyalty, the effect of brand image&lt;br&gt;
on customer satisfaction, and the mediating effect of customer satisfaction in brand imagecustomer&lt;br&gt;
loyalty relationship. Brand image benefits (i.e. functional, experiential and symbolic&lt;br&gt;
benefits) are used as independent variables and customer satisfaction and customer loyalty as&lt;br&gt;
dependent variables. Besides, questionnaires are used as data collection instrument from&lt;br&gt;
respondents. Correlation analysis used to analyze the relationship between the variables and&lt;br&gt;
regression analysis is performed to examine the effect of brand image on customer satisfaction&lt;br&gt;
and loyalty. The results showed that brand image benefits and customer satisfaction are positively&lt;br&gt;
correlated, and customer satisfaction and customer loyalty are also significantly affected by brand&lt;br&gt;
image benefits with different degrees&lt;/p&gt;</description>
  </descriptions>
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