Volume : V, Issue : XII, December - 2016

THE EFFECTS OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYALTY

Dr. Jyoti H. Lahoti

Abstract :

 According to Wheeler (2013), and is the name, term, symbol or any other features that differentiate one product from other companies‘ products. ?e and image should be managed carefully because it is an important asset for the organization in order to create values for the shareholders and other associated groups. ?e product differentiation is associated with the symbolic value of a and. the current business environment increase the entry of new product and competition and service leads consumers to choose particular product or services among the group of alternatives. It is therefore important for the companies to focus on differentiating their product from their competitors. In order to attract new customers and retain the existing customers for any organization, the and image is very important because of the fact that the customers always seek for anded products or services in this current competitive market environment. It is therefore, the companies are facing intense challenges in maintaining and enhancing their ands. ?e use of and credibility by companies continues to be a popular method to support the and commitment. ?e reason that lies behind using and credibility is its direct and indirect strong impact that makes customers more positive toward the and. ?e main purpose of this research is to examine the effects of and image on customer satisfaction and loyalty intention. It also examines the relationships between the and image and customer satisfaction, and image and loyalty intention as well as customer satisfaction and loyalty intention

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr. Jyoti H. Lahoti, THE EFFECTS OF BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYALTY, International Journal of Scientific Research, Volume : 5 | Issue : 12 |December 2016

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