Abstract:
This study examined the effects of brand image on customer choices in Zimbabwean food industry. Three
objectives of the study were to determine the effect of brand image, corporate social responsibility and
employees on customer choices. In order to gain competitive advantage, determination of the importance of
brand image concept in shaping customer choices. A cross sectional design in which a sample of 91
respondents was used. Both primary and secondary data were used and research instrument used was
questionnaires. Data was presented in form of figures and tables. Generally, the study found that brand
image influences customer choices. It was found that employees, customers and suppliers are key in the
establishment of a positive brand image hence the recommendation made in this regard were that companies
need to embrace trainings especially of the internal stakeholders so that they extend their knowledge to the
customer and suppliers. Corporate socially responsibility came out among the pivotal activities that
organisations should embark on so as to create good relations with the government and the general citizens
which helps to position the image of the brand in the mind of customers.
