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 |
| Subjects: | |
| Online Access: | http://studentrepo.iium.edu.my/handle/123456789/9640 |
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| LEADER | 035770000a22004330004500 | ||
|---|---|---|---|
| 008 | 200715s2019 my a f m 000 0 eng d | ||
| 040 | |a UIAM |b eng |e rda | ||
| 041 | |a eng | ||
| 043 | |a a-my--- | ||
| 050 | 1 | 0 | |a HF5415.3 |
| 100 | 0 | |a Muhammad Hasbullah Hanif bin Tajuddin, |e author |9 20051 | |
| 245 | 1 | |a Consumer-Based Brand Equity (CBBE), customer satisfaction and brand loyalty in Malaysian public universities / |c by Muhammad Hasbullah Hanif bin Tajuddin | |
| 264 | 1 | |a Kuala Lumpur : |b Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, |c 2019 | |
| 300 | |a xiv, 137 leaves : |b illustrations ; |c 30cm. | ||
| 336 | |2 rdacontent |a text | ||
| 337 | |2 rdamedia |a unmediated | ||
| 337 | |2 rdamedia |a computer | ||
| 338 | |2 rdacarrier |a volume | ||
| 338 | |2 rdacarrier |a online resource | ||
| 347 | |2 rdaft |a text file |b PDF | ||
| 500 | |a Abstracts in English and Arabic. | ||
| 500 | |a "A dissertation submitted in fulfilment of the requirement for the degree of Master of Science (Marketing)." --On title page. | ||
| 502 | |a Thesis (MMKTG)--International Islamic University Malaysia, 2019. | ||
| 504 | |a Includes bibliographical references (leaves 104-123). | ||
| 520 | |a 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. | ||
| 650 | 0 | |a Consumer's preferences |9 20052 | |
| 650 | 0 | |a Consumer satisfaction |9 20053 | |
| 650 | 0 | |a Customer loyalty |9 20054 | |
| 650 | 0 | |a Universities and colleges |z Malaysia | |
| 655 | 7 | |a Theses, IIUM local | |
| 690 | |a Dissertations, Academic |x Department of Business Administration |z IIUM |9 4684 | ||
| 700 | 0 | |a Wan Jamaliah Wan Jusoh, |e degree supervisor |9 20055 | |
| 710 | 2 | |a International Islamic University Malaysia. |b Department of Business Administration |9 4686 | |
| 856 | 4 | |u http://studentrepo.iium.edu.my/handle/123456789/9640 | |
| 900 | |a sz-aaz-naw-nbm | ||
| 942 | |2 lcc |c THESIS | ||
| 999 | |c 440206 |d 471793 | ||
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