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The contributing factors to brand attitude among consumers

Ahmad Faizal, Iberahim (2015) The contributing factors to brand attitude among consumers. Masters thesis, Universiti Utara Malaysia.

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Abstract

Brand attitude is one of the importance parts in order to survival of the company. In particular, this study intends to study on the association and influence or brand attitude among consumers. Thus this study investigates the association of the independent variables namely: (i) advertisement attributes, (ii) endorser characteristics and, (iii) product match-up on the brand attitude. The population of this study is the population in the Federal Territory of Putrajaya. Based on the data provided by the Statistic Department Malaysia (2015), there are 88,300 people residing in Putrajaya. The data for this study were collected through handing out the questionnaire designated target respondents. A questionnaire was adapted from the literature and was pilot tested before it was distributed to the consumers. A total of 200 questionnaires were distributed and 158 were collected. After the data cleaning process, only 153 questionnaires were usable. The findings indicate that the model is supported. There is a positive moderate relationship between physical attractiveness, trustworthiness and expertise over brand attitude. Advertisement attributes and product match-up show that the association between the variables is positive and strong.

Item Type: Thesis (Masters)
Uncontrolled Keywords: brand attitude, endorser characteristics
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 05 Apr 2016 03:24
Last Modified: 12 Apr 2016 01:32
URI: http://etd.uum.edu.my/id/eprint/5530

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