Brand Image And Loyalty Intention

A Study on the relationship of Brand Image, Satisfaction and Loyalty Intention with different demographic variables viz. Age and Gender and the effect of Brand Image On Loyalty Intention.

Joe Oliver Mae Ryan Lyngdoh

PGDM-C (2014-2016)

P14253

List of variables

1. Brand Image

2. Satisfaction

3. Loyalty Intention

Introduction

The purpose of the research is to study the relationship of the variables that have been taken with a few demographic variables and between themselves.

The variables taken are “Brand Image”, “Loyalty Intention” and “Satisfaction”; while the demographic variables taken are “Age”, “Gender” and “Marital Status”.

The studies on these variables undertaken are the relationships seen between the variables, the strength

The study aims to find the loyalty intention of purchase of fairness creams used by respondents based on the brand image perceived by the respondents.

Definitions of Variables

Brand Image: Brand image is what a customer is able to identify what a brand is and which can be able to differentiate from other competitors. It is the set of perceptions, beliefs and ideas that a customer perceives of a particular brand. The general impression of a product held by real or potential consumers can also be termed as a brand image. Brand image is developed over time through various means such as advertising campaigns with a consistent theme. It is authenticated through the consumers' direct experience and satisfaction level.

According to Hsieh, Pan and Section (2004), “a successful brand image enables consumers to identify the needs that the brand satisfies and to differentiate the brand from its competitors and consequently increases the likelihood that consumers will purchase the brand”.

Keller (1993) considered brand image as “a set of perceptions about a brand as reflected by brand associations in consumer’s

Experiential Benefits

5. Appearance Enhances

The total questions made for Brand Image were 15 and these were multiple choice questions where respondents were asked to answer based on the “Five-Point Likert Scale”. The scale ranges from 1 for “Strongly Disagree” and 5 for “Strongly Agree”. The questions were adopted from the journal article from where the study is based (as mentioned before).

Satisfaction:

The overall questions for satisfaction were five in number and the same were multiple choice questions where respondents were asked to answer based on the “Five-Point Likert Scale”. The scale ranges from 1 for “Strongly Disagree” and 5 for “Strongly Agree”. The questions were adopted from the journal article from where the study is based (as mentioned before).

Loyalty Intention: Four questions were asked on the basis of loyalty intention and the same were multiple choice questions where respondents were asked to answer based on the “Five-Point Likert Scale”. The scale ranges from 1 for “Strongly Disagree” and 5 for “Strongly Agree”. The questions were adopted from the journal article from where the study is based (as mentioned before).

Data