Advances in Management and Applied Economics
The effect of corporate image on customer satisfaction through Brand equity
[ Download ]
- Times downloaded: 607
competitive market, brand is a strategic imperative that helps organizations in
order to create competitive advantages and customer satisfaction. The brand of
a company is among intangible assets of that company that creates a high value
for each. The aim of this study is to evaluate the impact of corporate image on
customer satisfaction with respect to the mediator role of the brand equity. The
present study is an applied research in terms of aim and
descriptive-explorative in terms of data collection. The study population
consists of all consumers of Morghab food industry (Yekoyek) in Bushehr (Iran).
The sample size is estimated to be 384. The accessible sampling method is used.
To test the model and research hypothesis, structural equation modeling is
used. The results showed that corporate image has a positive and meaningful
impact on brand equity and customer satisfaction, and brand equity has a
significant positive impact on customer satisfaction.
ISSN: 1792-7552 (Online)