Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling

This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At t...

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Main Authors:	Fhidzon, Mohammad Raffi, Masling, Muhammad Mawardi
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf
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id	my-uitm-ir.31359
record_format	uketd_dc
spelling	my-uitm-ir.313592022-03-07T04:59:02Z Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling 2019-07 Fhidzon, Mohammad Raffi Masling, Muhammad Mawardi Branding (Marketing) Market segmentation. Target marketing This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At the same time, this study also focuses on determining the strengths, weaknesses, opportunities and threats faced by Milo brand. Furthermore, strategies that can improve Milo in terms of brand personality for Milo to enhance customers brand loyalty are proposed. The quantitative research is conducted to assess the correlation between the dependent and all the independent variables. The population for this study are consumers of Milo in Petaling Jaya, who are regular customers of this brand. In conducting this study, the sampling technique used is convenience sampling where the most accessible customers are chosen as the subject. Research design involves distributing questionnaire to 100 consumers of Milo product. Our analysis finds that the ANOVA result supported the research hypotheses. Nevertheless, result for the regression analysis of coefficient which is used to test the relationship between brand loyalty and sincerity, excitement, competence, sophistication and ruggedness indicate the strongest influence of competence, sincerity and sophistication of the brand. Thus, based on the outcome of study, sincerity, competence and sophistication are the main brand personalities which can contribute to successful loyalty towards Milo brand. 2019-07 Thesis https://ir.uitm.edu.my/id/eprint/31359/ https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf text en public masters Universiti Teknologi MARA Shah Alam Faculty of Arshad Ayub Graduate Business School (AAGBS) Mohd Roslin, Rosmimah (Prof. Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohd Roslin, Rosmimah (Prof. Dr.)
topic	Branding (Marketing) Branding (Marketing)
spellingShingle	Branding (Marketing) Branding (Marketing) Fhidzon, Mohammad Raffi Masling, Muhammad Mawardi Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
description	This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At the same time, this study also focuses on determining the strengths, weaknesses, opportunities and threats faced by Milo brand. Furthermore, strategies that can improve Milo in terms of brand personality for Milo to enhance customers brand loyalty are proposed. The quantitative research is conducted to assess the correlation between the dependent and all the independent variables. The population for this study are consumers of Milo in Petaling Jaya, who are regular customers of this brand. In conducting this study, the sampling technique used is convenience sampling where the most accessible customers are chosen as the subject. Research design involves distributing questionnaire to 100 consumers of Milo product. Our analysis finds that the ANOVA result supported the research hypotheses. Nevertheless, result for the regression analysis of coefficient which is used to test the relationship between brand loyalty and sincerity, excitement, competence, sophistication and ruggedness indicate the strongest influence of competence, sincerity and sophistication of the brand. Thus, based on the outcome of study, sincerity, competence and sophistication are the main brand personalities which can contribute to successful loyalty towards Milo brand.
format	Thesis
qualification_level	Master's degree
author	Fhidzon, Mohammad Raffi Masling, Muhammad Mawardi
author_facet	Fhidzon, Mohammad Raffi Masling, Muhammad Mawardi
author_sort	Fhidzon, Mohammad Raffi
title	Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_short	Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_full	Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_fullStr	Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_full_unstemmed	Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_sort	evaluating brand personality of milo towards customers’ brand loyalty / mohammad raffi fhidzon and muhammad mawardi masling
granting_institution	Universiti Teknologi MARA Shah Alam
granting_department	Faculty of Arshad Ayub Graduate Business School (AAGBS)
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf
_version_	1783734117464014848

Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling

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