Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid

Brand equity has become a very important factor that influences consumer’s perceptions of a brand, regardless of industry. This study applied four of five Aaker’s components of brand equity i.e. brand loyalty, perceived quality, brand awareness and brand associations that defined as customer-based b...

Full description

Saved in:

Bibliographic Details
Main Author:	Abdul Majid, Mohd Aliff
Format:	Thesis
Language:	English
Published:	2013
Online Access:	https://ir.uitm.edu.my/id/eprint/16682/2/TM_MOHD%20ALIFF%20ABDUL%20MAJID%20HM%2013_5.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uitm-ir.16682
record_format	uketd_dc
spelling	my-uitm-ir.166822019-02-04T01:05:16Z Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid 2013 Abdul Majid, Mohd Aliff Brand equity has become a very important factor that influences consumer’s perceptions of a brand, regardless of industry. This study applied four of five Aaker’s components of brand equity i.e. brand loyalty, perceived quality, brand awareness and brand associations that defined as customer-based brand equity (CBBE). The main objective of this study was to investigate the relationships between four dimensions of CBBE and repurchase intention towards family restaurants in Klang Valley. Total of 450 questionnaires were distributed to customers at the participating restaurants and 349 usable questionnaires were analyzed. The results showed that only brand loyalty and brand association had significant relationships (p<.001) towards repurchase intention and brand association was found to be the strongest determinant (β=.55) on repurchase intention. Furthermore, the findings established that perceived quality was the most important component in how customer perceived CBBE in family restaurant. The findings also established that The Chicken Rice Shop obtained the highest total brand equity in relative to other restaurants. 2013 Thesis https://ir.uitm.edu.my/id/eprint/16682/ https://ir.uitm.edu.my/id/eprint/16682/2/TM_MOHD%20ALIFF%20ABDUL%20MAJID%20HM%2013_5.pdf text en public mphil masters Universiti Teknologi MARA Faculty of Hotel and Tourism Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
description	Brand equity has become a very important factor that influences consumer’s perceptions of a brand, regardless of industry. This study applied four of five Aaker’s components of brand equity i.e. brand loyalty, perceived quality, brand awareness and brand associations that defined as customer-based brand equity (CBBE). The main objective of this study was to investigate the relationships between four dimensions of CBBE and repurchase intention towards family restaurants in Klang Valley. Total of 450 questionnaires were distributed to customers at the participating restaurants and 349 usable questionnaires were analyzed. The results showed that only brand loyalty and brand association had significant relationships (p<.001) towards repurchase intention and brand association was found to be the strongest determinant (β=.55) on repurchase intention. Furthermore, the findings established that perceived quality was the most important component in how customer perceived CBBE in family restaurant. The findings also established that The Chicken Rice Shop obtained the highest total brand equity in relative to other restaurants.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Abdul Majid, Mohd Aliff
spellingShingle	Abdul Majid, Mohd Aliff Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid
author_facet	Abdul Majid, Mohd Aliff
author_sort	Abdul Majid, Mohd Aliff
title	Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid
title_short	Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid
title_full	Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid
title_fullStr	Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid
title_full_unstemmed	Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid
title_sort	assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / mohd aliff abdul majid
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2013
url	https://ir.uitm.edu.my/id/eprint/16682/2/TM_MOHD%20ALIFF%20ABDUL%20MAJID%20HM%2013_5.pdf
_version_	1783733540957978624

Assessing customer-based brand equity in predicting customers’ repurchase intention in family restaurant / Mohd Aliff Abdul Majid

Similar Items