• Sk. Shahin Sulthana

There are little evidences for relationships between brand image and customer satisfaction. Therefore, this study attempts to know about the relationship between brand image and customer satisfaction. This study considered a sample size of 200 respondents. Results of correlation revealed that relationship between brand image and customer satisfaction is analysed using correlation analysis. Results of the correlation (0.865) indicate that there is strong correlation between brand image and customer satisfaction. Results of the hypothesis indicated that there is relationship brand image and customer satisfaction. In terms of the results of an overall regression, Values of R square and adjusted R square in model summary table are 0.746 and 0747 respectively. It means that brand image explains about 75% of variation on customer satisfaction. F statistics in analysis of variance table is significant. In terms of the results of an individual regression, values of R square and adjusted R square. In terms of the values of R square and adjusted R square, brand image that is comprised of brand association, customer experience and advertising & marketing explain around 73% of variation on customer satisfaction. Value of SS regression, SS residual and SS total are 4399.754, 1658.601 and 6058.355 respectively. MS regression and MS residual are 1466.585 and 8.462 respectively. F statistics (173.309) is significant. In terms of the coefficient table, unstandardised beta coefficients for constant is 7.885 and those of brand association, customer experience and advertising & marketing are 841, 1.161 and .602 respectively.

"An analytical study on Relationship between Brand Image and Customer Satisfaction", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.987-994, July-2018, Available :http://www.jetir.org/papers/JETIRC006171.pdf

"An analytical study on Relationship between Brand Image and Customer Satisfaction", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp987-994, July-2018, Available at : http://www.jetir.org/papers/JETIRC006171.pdf