Main Article Content
Abstract
The objective of this paper is to determine the impact of McDonald’s brand image towards customer satisfaction and customer loyalty. Brand image, customer satisfaction and customer loyalty are important to businesses as they impart in generation of sales. The research used descriptive data and linear regression analyses to describe the characteristics of the gathered data and predict its changes. A total of 337 college students of Polytechnic University of the Philippines (PUP) were surveyed.
This study concluded that brand image has a great impact towards customer satisfaction and customer loyalty. Customers are satisfied with the favorability, strength and uniqueness of brand association. Six out of seven hypotheses were significant and accepted which means; there is a positive impact of favorability of brand association with customer satisfaction; there is a positive impact in strength of brand association with customer satisfaction; there is a positive impact in uniqueness of brand association with customer satisfaction; there is a positive impact in favorability of brand association with customer loyalty; there is a positive impact in strength of brand association with customer loyalty; and there is a positive impact in customer satisfaction with customer loyalty.