UUM ETD | Universiti Utara Malaysian Electronic Theses and Dissertation
FAQs | Feedback | Search Tips | Sitemap

An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective

Aminu, Suleiman Garba (2016) An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective. Masters thesis, Universiti Utara Malaysia.

[img] Text
s817535_01.pdf
Restricted to Registered users only

Download (1MB) | Request a copy
[img]
Preview
Text
s817535_02.pdf

Download (1MB) | Preview

Abstract

The purpose of this study is to evaluate the outcomes of brand equity on consumer responses by investigating the effects of the overall brand equity on consumer willingness to pay price premium, attitude towards brand extension, brand preference, purchase intention and how brand equity can lead to reduction in the cost of searching information by consumers. Using the automobile product category in Malaysia as stimuli, cross-sectional survey data were collected and analyzed using partial least square structural equation modeling technique. Result showed that brand equity plays a significant role in firms by creating and developing additional value to organisations and their products. A causal relationship among the antecedents of brand equity was also established. Among the antecedents of brand equity, brand loyalty was found to be the dominant driver of overall brand equity while perceived quality’s influence on overall brand equity was not supported by the result of the hypotheses. Moreover, the effect of brand equity on consumer responses was substantiated and found to be positive. The study used a single high involving product category. Future studies should use product categories with short consumption length and high purchase frequency. Findings of this study provide more insight to managers on how to manage brand equity. Outcomes of brand equity can be used to measure the performance of brand in the market. The study also provides additional clarification to the existing literature on the need for managers to develop a post-brand equity marketing strategy in order to achieve sustainable competitive advantage.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Brands, Brand equity, Consumer responses, Consumer-based brand equity.
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: School of Business Management
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 02 Jan 2017 16:35
Last Modified: 02 Jan 2017 16:35
URI: http://etd.uum.edu.my/id/eprint/5928

Actions (login required)

View Item View Item