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

The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones

Adaobi, Oputa Elizabeth (2018) The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones. Masters thesis, Universiti Utara Malaysia.

[thumbnail of s818673_01.pdf] Text
s818673_01.pdf

Download (1MB)
[thumbnail of s818673_02.pdf] Text
s818673_02.pdf

Download (409kB)
[thumbnail of s818673_references.docx] Text
s818673_references.docx

Download (74kB)

Abstract

The objective of this research is to demonstrate the influence of semiotic advertising efficacy on Generation Y’s brand equity and purchase intention towards smartphone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images and other visual aids for the purpose of marketing a given product or service. Since these signs tend to create an image of the
brand in consumers’ mind and also demonstrates the brand association with their cultural orientation, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by Generation Y consumers. This study also assumes that brand equity, based on its components of perception, recognition, parity, loyalty and trust positively influences Generation Y’s purchase intentions towards
smartphone. In addition, semiotic advertising is also expected to have a positive influence on buyer’s purchase intention. Data for this research were collected from 620 Generation Y smart phone users using a survey method, based on the semiotic
advertising of four main smartphone brands namely Oppo, Samsung, iPhone and Lenovo. The survey instruments were self-developed by the researcher to measure semiotic advertising efficacy, brand equity and purchase intentions as perceived towards advertisements of four smart phones shown to the respondents while undertaking the survey. Surveys were distributed to Generation Y in three main states in Malaysia namely Kuala Lumpur, Johor and Kedah. It is hence concluded from the findings that the Generation Y’s purchase intentions towards smartphone increase when the efficacy of semiotic advertising increases. Thus, firms need to ensure that
the visual elements and semiotics used in their brand advertisements align with the cultural characteristics of buyers in order to enhance their overall efficacy.

Item Type: Thesis (Masters)
Supervisor : Ahmad, Fakhrorazi
Item ID: 8423
Uncontrolled Keywords: Semiotic Advertising, Brand Equity, Purchase Intention, Brand Loyalty, Generation Y
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: Ghazali Shafie Graduate School of Government
Date Deposited: 05 Jul 2021 04:38
Last Modified: 15 Feb 2022 00:54
Department: Ghazali Shafie Graduate School of Government
Name: Ahmad, Fakhrorazi
URI: https://etd.uum.edu.my/id/eprint/8423

Actions (login required)

View Item
View Item