Consumer-Based Brand Equity (CBBE), customer satisfaction and brand loyalty in Malaysian public universities /
The objectives of this study are to examine the relationships between consumer-based brand equity and student satisfaction, student satisfaction, and brand loyalty, and the mediation role of student satisfaction in the relationship between customer-based brand equity and brand loyalty in four sample...
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| Format: | Thesis |
| Language: | English |
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| Online Access: | http://studentrepo.iium.edu.my/handle/123456789/9640 |
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| Summary: | The objectives of this study are to examine the relationships between consumer-based brand equity and student satisfaction, student satisfaction, and brand loyalty, and the mediation role of student satisfaction in the relationship between customer-based brand equity and brand loyalty in four sampled Malaysian public universities. Using the consumer-based brand equity (CBBE) model as the main conceptual framework, the present study examined five predictor variables (namely physical quality, staff behaviour, ideal-self congruence, brand identification, and lifestyle-congruence) to explain customer satisfaction as a mediator variable and ultimately brand loyalty as a dependent variable. An analysis is conducted using the Partial Least Squares (PLS) method in SmartPLS 3.0 based on a sample of 300 respondents. The study found that three dimensions of CBBE have a significant positive relationship with customer satisfaction. The findings also show that customer satisfaction has an impact on brand loyalty. Customer satisfaction partially mediates the impacts of staff behaviour, ideal-self congruence, and brand identification on brand loyalty, while fully mediating the impacts of physical quality and lifestyle-congruence. Therefore, the findings lend support to H2, H3, H4, H6, H7b, H7c, and H7d, whereas, H1, H5, H7a and H7e are not supported. |
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| Item Description: | Abstracts in English and Arabic. "A dissertation submitted in fulfilment of the requirement for the degree of Master of Science (Marketing)." --On title page. |
| Physical Description: | xiv, 137 leaves : illustrations ; 30cm. |
| Bibliography: | Includes bibliographical references (leaves 104-123). |