THE IMPACT OF BRAND IMAGE ON CUSTOMER SATISFUCTION: THE CASE OF OK BOTTLING AND BEVERAGE S.C/FIKER WATER.

Abstract

Using a measurement method of brand image and consumer satisfaction, this study aimed on investigate the impact of brand image on consumer satisfaction; the case of Ok Bottling and Beverage S.C/Fiker-water”. This study sought to investigate specifically, the influence of brand image on consumer satisfaction. Moreover, all possible correlations between brand image dimension (Brand Personality, Brand Characteristic and Brand Association) and consumer Satisfactions are also tested like Pearson’s Correlation and normality test. Pearson’s regression testing was made to indicate the influence of brand image on consumer Satisfaction. In the context of the study, the introduced model adopted from Aaker (1996) was tested by a questionnaire instrument with 19 items excluding the general information. The research used estimation method to select sample size of 403. A total of 364 completed copies of questionnaires were used for analysis were as 39 responses remained in-appropriate & unreturned. The research used systematic sampling method with two strata’s (Retailers-owned outlets and agent owned outlets). Moreover the research used descriptive analysis (frequency of general responses, general information of respondents, mean & standard deviation), Pearson correlation analysis, normality test and multiple regressions to explore the relationship among variables. The results suggest that, brand image variables have statistically significant relationships with consumer satisfaction. The findings of the study indicated positive correlations with all variables with high factor loadings. Brand image has significant impact on the overall satisfaction of the consumer according to Pearson regression test.