Advances in Management and Applied Economics

The effect of corporate image on customer satisfaction through Brand equity

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• 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.