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The effect of corporate image on customer satisfaction through Brand equity

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  • Majid Esmaeilpour
  • Sahebeh Barjoei

Abstract

In today's competitive market, brand is a strategic imperative that helps organizations in order to create competitive advantages and customer satisfaction. The brand of a company is among intangible assets of that company that creates a high value for each. The aim of this study is to evaluate the impact of corporate image on customer satisfaction with respect to the mediator role of the brand equity. The present study is an applied research in terms of aim and descriptive-explorative in terms of data collection. The study population consists of all consumers of Morghab food industry (Yekoyek) in Bushehr (Iran). The sample size is estimated to be 384. The accessible sampling method is used. To test the model and research hypothesis, structural equation modeling is used. The results showed that corporate image has a positive and meaningful impact on brand equity and customer satisfaction, and brand equity has a significant positive impact on customer satisfaction.

Suggested Citation

  • Majid Esmaeilpour & Sahebeh Barjoei, 2016. "The effect of corporate image on customer satisfaction through Brand equity," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 6(4), pages 1-7.
    • Handle: RePEc:spt:admaec:v:6:y:2016:i:4:f:6_4_7
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    Cited by:

    1. Pichyada Pheunpha, 2022. "Personal Traits Service Marketing Mix and Corporate Image influence the Customer Satisfaction of Shabu Restaurants in Thailand," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 10(2), pages 55-66, November.
    2. Pichyada Pheunpha, 2022. "Service Marketing Mix and Corporate Image influence the Customer Satisfaction: A Case Study of Shabu Restaurants in Thailand," Proceedings of Economics and Finance Conferences 13615512, International Institute of Social and Economic Sciences.

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