| 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. |
