Brand Image Mediated by Satisfaction Through Organizational Culture and Cultural Hierarchy. A Study in the Technical School of the Army

The main goal of this study is to ascertain the degree to which organizational culture and cultural hierarchy affect how satisfied students of the Army Technical School perceive a brand's image. The study was conducted in Peru with a sample of 500 students of both sexes. The modeling of structured equations of partial least squares was used for data analysis. The results concluded that organizational culture significantly impacts cultural hierarchy, satisfaction, and perceived brand image. The relationships proposed in the hypotheses are all significant, suggesting that these aspects are interrelated and could be important for improving brand image and satisfaction in the organization. Moreover, the relationships between these variables can vary depending on gender, and the mediation effect of the satisfaction variable is significant.