IMPACT OF BRAND IMAGE ON CUSTOMER SATISFACTION CASE STUDY OF CAMERA INDUSTRY IN KARACHI

Abstract

Purpose of the study: Aim ofthis study is to find out the impact of brand image on customer satisfaction case study of camera industry in Pakistan. Data was collected to find out the impact of independent variable (brand image) over dependent variable that is customer satisfaction. Research method/sampling: For this research deductive research technique was used and for this purpose three variables were selected that have an impact on customer satisfaction. Data that was collected is quantitative in nature. Data was collected through five point Likert scale. Convenience sampling technique was used for this research. Findings ofthe research: The first hypothesis is about impact offavorability of brand image on customer satisfaction though the relationship is weak but significant. Second hypothesis is about impact of strength of brand image on customer satisfaction this also shows weak but positive and significant relationship. Third and last hypothesis is about impact of uniqueness of brand image on customer satisfaction, this hypothesis is rejected and null hypothesis is accepted. Practical implications of the research: This study explores the important aspects of how customers perceive brands and how they react in different scenarios. This study identifies the important of favorability of brand image and strength of brand image on customer satisfaction, literature identifies the importance ofthese variables in the context of customer satisfaction. Literature also shows the importance of uniqueness of brand image on customer satisfaction but this study identifies that this is not significant for this study.