June 1, 2017 Thesis Open Access

Samuel Hagos

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    <subfield code="a">THE EFFECT OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYATY</subfield>
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    <subfield code="a">&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;</subfield>
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