Influence of Brand Image, Brand Reputation, Brand Credibility, and Brand Identification on Customer Satisfaction
Abstract
Brands are core intangible assets for businesses, while marketing strategies prioritize customer satisfaction as a core source of competitive advantage. This study selects MR. DIY as a case to investigate how brand building affects customer satisfaction in the Southeast Asian retail context. Specifically, it examines four brand dimensions, including brand image, brand reputation, brand credibility and brand identification. Data were collected from 298 respondents through online and offline questionnaires, and processed via SPSS software. The findings show that brand image, brand credibility and brand identification have strong positive impacts on customer satisfaction. However, the relationship between brand reputation and customer satisfaction is not significant. This may be attributed to gaps between customers' expectations and actual experiences, alongside other factors like product quality and customer service. Additionally, exploratory moderation analyses indicate that these brand-to-satisfaction dynamics remain remarkably stable across different consumer demographic segments, including gender, age, and nationality. This unexpected reputation result challenges traditional views and provides new perspectives for understanding the drivers of customer satisfaction. Moreover, the study offers valuable practical references for retail brand managers, technology service teams and human resources departments. These insights can guide strategic decision-making, enabling organizations to enhance brand equity and strengthen customer relationships in a competitive marketplace.
Keywords: Brand image, brand reputation, brand credibility, brand identification, customer satisfaction.
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