IDEAS home Printed from https://ideas.repec.org/a/aio/aucsse/v2y2019i47p161-178.html
   My bibliography  Save this article

Corporate Brand Image And Customers’ Behavioural Intentions: An Empirical Study In Nigeria

Author

Listed:
  • Ogorchukwu Augustine Isimoya

    (University of Lagos Faculty of Management Sciences, Department of actuarial science & Insurance)

Abstract

Against the backdrop of changing customer preferences and technological advancement, propelling significant shifts across the insurance distribution landscape, this paper investigated the impact of corporate brand image on customers’ behavioural intentions which translate to policyholders’ satisfaction and loyalty. The study adopted quantitative research approach to validate this correlation through the use of questionnaire. One hundred and eighty-six participants were judgmentally chosen from insurance consumers in higher educational institutions in Lagos state to complete the questionnaire. Data collected was analysed using Pearson ‘r’ correlated statistic and simple linear regression. Results showed that corporate brand image is positively significantly associated with customer satisfaction and loyalty respectively in Nigeria. This implies that insurance consumers in Nigeria are strongly influenced by corporate brand image in the choice of insurance companies and their service products. The study recommends that insurance providers in Nigeria should continue to improve in their service quality in terms of boosting insurance awareness through policyholders’ education, employees’ responsiveness, ethical orientation and corporate social responsibility.

Suggested Citation

  • Ogorchukwu Augustine Isimoya, 2019. "Corporate Brand Image And Customers’ Behavioural Intentions: An Empirical Study In Nigeria," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(47), pages 161-178, December.
    • Handle: RePEc:aio:aucsse:v:2:y:2019:i:47:p:161-178
    as

    Download full text from publisher

    File URL: http://feaa.ucv.ro/annals/v2_2019/019.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gidhagen, Mikael, 1998. "Insurance marketing : services and relationships," Working Papers 1998:4, Uppsala University, Department of Business Studies.
    2. Yu-Te Tu & Hsiao-Chien Chang, 2012. "Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan," Journal of Social and Development Sciences, AMH International, vol. 3(1), pages 24-32.
    3. Jin-Woo Park & Rodger Robertson & Cheng-Lung Wu, 2006. "Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers’ Future Behavioural Intentions," Transportation Planning and Technology, Taylor & Francis Journals, vol. 29(5), pages 359-381, July.
    4. Ha Thu Nguyen & Hoang Nguyen & Nhan Duc Nguyen & Anh Chi Phan, 2018. "Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting," Sustainability, MDPI, vol. 10(4), pages 1-16, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    2. Heesup Han & Hyoungeun Moon & Antonio Ariza-Montes & Soyeun Lee, 2020. "Sensory/Health-Related and Convenience/Process Quality of Airline Meals and Traveler Loyalty," Sustainability, MDPI, vol. 12(3), pages 1-15, January.
    3. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    4. Vinita Kaura & Ch. S. Durga Prasad & Sourabh Sharma, 2013. "Customer Perception of Service Convenience: A Comparison between Public and New Private Sector Banks," Global Business Review, International Management Institute, vol. 14(3), pages 529-547, September.
    5. Juan de Oña & Rocio de Oña, 2015. "Quality of Service in Public Transport Based on Customer Satisfaction Surveys: A Review and Assessment of Methodological Approaches," Transportation Science, INFORMS, vol. 49(3), pages 605-622, August.
    6. Amna Javed & Shazaib Khan, 2014. "Consumer perception of brand trust online of clothing in Karachi: A case study of Gul Ahmed," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 1(1), pages 61-72, March.
    7. Hussin Elansari & Ahmad Alzubi & Amir Khadem, 2024. "The Impact of United Nations Sustainable Development Goals on Customers’ Perceptions and Loyalty in the Banking Sector: A Multi-Mediation Approach," Sustainability, MDPI, vol. 16(18), pages 1-24, September.
    8. Basfirinci, Cigdem & Mitra, Amitava, 2015. "A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 239-248.
    9. Kattreeya Chanpariyavatevong & Warit Wipulanusat & Thanapong Champahom & Sajjakaj Jomnonkwao & Dissakoon Chonsalasin & Vatanavongs Ratanavaraha, 2021. "Predicting Airline Customer Loyalty by Integrating Structural Equation Modeling and Bayesian Networks," Sustainability, MDPI, vol. 13(13), pages 1-21, June.
    10. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    11. Stamolampros, Panagiotis & Korfiatis, Nikolaos, 2019. "Airline service quality and economic factors: An ARDL approach on US airlines," Journal of Air Transport Management, Elsevier, vol. 77(C), pages 24-31.
    12. Miguel Angel Latorre Guillem, 2020. "The Customer Orientation Service of Spanish Brokers in the Insurance Industry: The Advisory Service of the Insurance Distribution Channel Bancassurance," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    13. Mohammed Al Awadh, 2023. "Assessing the Quality of Sustainable Airline Services Utilizing the Multicriteria Decision-Making Approach," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    14. Claudia Munoz & Henry Laniado & Jorge Córdoba, 2019. "Modeling Air Travelers' Experience Based on Service Quality Stages Related to Airline and Airports," Modern Applied Science, Canadian Center of Science and Education, vol. 13(11), pages 1-37, November.
    15. Dirsehan, Taşkın & Kurtuluş, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    16. Kumar, Anil & Luthra, Sunil & Khandelwal, Dinesh Kumar & Mehta, Rajneesh & Chaudhary, Nityanand & Bhatia, Sukhdev, 2017. "Measuring and improving customer retention at authorised automobile workshops after free services," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 93-102.
    17. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    18. Aydın, Bülent, 2016. "Sosyal Medyada Restoran İmajı: Tripadvisor Örneği [Restaurant Image in Social Media: The Case of Tripadvisor]," MPRA Paper 90143, University Library of Munich, Germany.
    19. Henderson, Isaac Levi & Tsui, Kan Wai Hong & Ngo, Thanh & Gilbey, Andrew & Avis, Mark, 2019. "Airline brand choice in a duopolistic market: The case of New Zealand," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 147-163.
    20. Arora, Swapan Deep & Mathur, Sameer, 2020. "Effect of airline choice and temporality on flight delays," Journal of Air Transport Management, Elsevier, vol. 86(C).

    More about this item

    Keywords

    Corporate brand image; customer satisfaction & loyalty;

    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:aucsse:v:2:y:2019:i:47:p:161-178. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Anca Bandoi The email address of this maintainer does not seem to be valid anymore. Please ask Anca Bandoi to update the entry or send us the correct address (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.