Abstract:
This research was done to identify the impact of: Customer based brand equity on
customer satisfaction of Arpico Interiors brand in Western province, Sri Lanka.
Based on Aaker (1991)’s: Customer based brand equity model, the researcher
constructed the model and the purpose was to investigate the applicability and
practicality of the model with reference to Arpico Interiors brand. Brand
Associations by nine items, Perceived Quality by six items, Brand Loyalty by Three
items and Customer Satisfaction by three items were considered. According to
Greener (2008), convenience sampling method was taken for the sample calculation
and only 270 respondents as representing each district, 90 respondents per each
were taken to the sample and selfadministered, standard structured questionnaires
were distributed for corporate customers of Arpico Interiors (Pvt) Ltd. After
checking whether the research fulfills three assumptions, regression analysis was
run to measure the impact of brand equity dimensions on customer satisfaction.
Based on the findings, H1, H2 and H3 were accepted which denote the brand
association, brand awareness and perceived quality impacts on customer satisfaction
of Western province and it was proven that the brand loyalty has no impact on
customer satisfaction of Arpico Interiors brand in any of the districts of Western
province.
