How The Benefits of Brand Image Could Impact Customers’ Attitude. Application on Hadia Ghaleb’s Burkini

Abstract

The aim of this research is to know how the benefits of brand image could impact customers’ attitude applied on Hadia Ghaleb’s burkini, where the independent variable is the benefits of brand image and the dependent variable is the customer’s attitude. The benefits of brand image are functional benefits and symbolic benefits. In this study the researchers used quantitative and qualitative approaches. 205 respondents of online questionnaire were collected through Facebook pages like “her diary”, “about her” and “sugary”. Additionally, researchers collected information through meeting people face to face and make them scan the QR code after asking them the filtering questions. The statistical analysis was conducted through SPSS software. The results of the statistical analysis showed that there is a significant strong positive relationship between functional benefits of brand image and costumer’s attitude. There is a significant strong positive relationship between symbolic benefits and customer’s attitude, this result is in line with the pervious articles in the literature review. Also, researchers made recommendations for the society and how the social media could be used in a positive way.