THE EFFECTS OF BRAND IMAGE ON CUSTOMER BRAND PERCEPTION: STEELY R. M. I. PVT. LTD. COMPANY

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.