June 1, 2017 Thesis Open Access

Samuel Hagos

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    "description": "<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>", 
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    "title": "THE EFFECT OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYATY", 
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