EXCEL International Journal of Multidisciplinary Management Studies
Year : 2012, Volume : 2, Issue : 5
First page : ( 37) Last page : ( 50)
Print ISSN : 0000-0000. Online ISSN : 2249-8834.

Brand image, customer satisfaction and loyalty intention: A study in the context of cosmetic product among the people of central India

Thakur Satendra*, Dr. Singh A. P**

*Assistant professor, Department of Management, RKDF Group of Institute, Gandhi Nagar, Bhopal

**Director, Maharana Pratap College of Management, Bhopal

Abstract

In this research article we have examine the relationship between brand image, customer satisfaction and loyalty intention in the context of cosmetic product of selected company brand among the peoples of central India, five benefit of brand image has been discussed namely social, functional, symbolic, experiential and appearance enhance. Information has been obtained from 150 male as well as female customers who always used the cosmetic product of selected brand for the proposed research work. Result has show that three brand image benefit namely functional, social and appearance enhance has positively and significantly related to customer satisfaction and loyalty intention and two benefit namely experiential and symbolic has no significant impact on customer satisfaction and loyalty intention on the other hand result indicate that there is a positive relationship between customer satisfaction and loyalty intention. The result imply that marketing manager should focus on the brand image to win the customer satisfaction in order to make the customer loyal about their product and service.

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