The Effect Of Brand Image Benefit On Customer Satisfaction The Case Of Horizon Addis Tyre
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Date
2019-06
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Addis Ababa University
Abstract
This study was conducted under a title called, “The effect of brand image benefits on customer’s overall satisfaction in the case of Horizon Addis Tyre.” The study was conducted with the purpose to investigate if there is a positive relationship between brand image benefits and customers overall satisfaction. Satisfaction plays an important role in influencing the overall consumer reaction towards a brand image acceptance thus, discovering, and elaborating the importance of brand image from the perspective of brand image benefits on customer’s satisfaction is very essential. Hence, this study investigated on how brand image benefits could contribute to customer’s satisfaction in particular to Horizon Addis tyre (HAT).
This study uses a quantitative method approach. It also implemented a cross sectional explanatory research design. The sample size of the study was 384. This study also concluded that the brand Horizon Addis Tyre has a significant and positive relationship among the dependent and independent variables. All brand image benefit dimensions were found to be significantly and positively related to customer overall satisfaction.
Based on the findings, the researcher recommends that the company should assess the elements of desirable product characteristic ,quality and brand attributes that the customers requires to position the brand positively in the minds of consumers. Additionally, the company should create awareness on commercialization of newly developed and produced technologically advanced products through different media to generate positive and favorable attitudes toward the brand
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Keywords
brand image, brand image benefits, customer overall satisfaction