| Abstract: | The purpose of this study is to provide a valuable insight in to the effects of brand image on
community brand perception on the case of STEELY R. M. I. PVT. LTD. company this study
focuses on brand image dimensions (brand identity, brand personality, brand association,
brand behavior and attitude, brand competence and benefit). Explanatory research deign was
used and quantitative type of research approach. Convenience and random sampling technique
was used in the study to take a sample from finite population. A qualitative research approach
is chosen in this research In order to collect primary data self-administered questionnaire (40
questions) were developed and distributed to 381 customers. To analyze the collected data
correlation are used. The findings also showed that the dimensions of brand image such as,
brand identity, brand personality, brand association, brand behavior and attitude, brand
competence and benefit are positively correlated and significant relationship to brand image.
Major recommendation was the company is advice work on brand association aspect of the
company since Brand image plays an important role in the development of a brand, STEELY R.
M. I. PVT. LTD recommended to strength brand behavior and attitude by devouring good
communication with customers, by making the customers fell respected and well treated, LTD
brand identity, brand personality and brand competence and benefit dimensions should be
given due attention by the company because they are the dimensions which have a positive
relationship. Finally the study subjected future area of study in other dimensions of brand
image. |
