The Effects of Brand Image on Community Brand Perception: Steely RMI PLC

Abstract

This study examines the effect of brand image on brand perception taking Steely Rolling and Melting Industry Private Limited Company as a case. Data is collected from customers of Steely Rolling And Melting Industry Private Limited Company and analyzed using correlation and regression analysis; hence, explanatory research design is applied for the fact that the study is aiming at knowing the effect of brand image dimensions on the customers brand perception. Convenience sampling technique is used to select the ultimate sample elements from which data was collected. The output of the analysis shows that brand identity, brand personality, brand association, brand behavior and attitude, brand competence and benefit are positively correlated with brand perception. These variables are also proved to have positive and significant impact on brand perception. This shows that the company need to give high center of attention for such factors so that they will continue to have such positive and significant influence for long period of time.