The Effect of Satisfaction, and Brand Image on Consumer Purchase: The Role of National Culture.

Abstract

There is a wide perception that consumer satisfaction and brand image leads to purchase. However, there were instances where high satisfaction was not reflected in sales. We propose that culture complements the satisfaction purchase relationship. For this, we investigated the moderating effect of national culture on brand image and satisfying relationships with purchase evaluation. Data was collected by the use of a closed-ended Likert scale type questionnaire from 359 respondents residing in Karachi. The analysis was done through Confirmatory factor analysis and Structured Equation Modeling. The results show that there is a direct impact on customer satisfaction and public brand image on purchase evaluation. And research findings result also show that only the moderating effect of individualism/ collectivism positively influences the impact of customer satisfaction and public brand image on purchase evaluation.

Keywords: National culture, Individualism/Collectivism, Masculinity/Femininity, Power Distance, Customer Satisfaction, Public Brand Image, Purchase Evaluation