The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias

The purpose of this study is to determine the effect of brand equity on consumer purchase intention and the researcher also interested to find out which brand equity factor that most influence on consumer purchase intention toward SMEs frozen food in Kota Bharu. Brand equity model (Aaker 1991) were...

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Main Author:	Alias, Rosmaliza
Format:	Thesis
Language:	English
Published:	2014
Subjects:	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer satisfaction Food service
Online Access:	https://ir.uitm.edu.my/id/eprint/38507/1/38507.pdf
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id	my-uitm-ir.38507
record_format	uketd_dc
spelling	my-uitm-ir.385072020-12-14T08:03:48Z The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias 2014-01 Alias, Rosmaliza Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Consumer satisfaction Purchasing. Selling. Sales personnel. Sales executives Food service The purpose of this study is to determine the effect of brand equity on consumer purchase intention and the researcher also interested to find out which brand equity factor that most influence on consumer purchase intention toward SMEs frozen food in Kota Bharu. Brand equity model (Aaker 1991) were used to measure the effect of brand equity on consumer intention. There are consists of brand loyalty, brand association, brand awareness and perceived quality. In collecting data, the researcher used both primary and secondary data. Moreover, this study also used questionnaire that distribute for the 70 respondent, which public people around Kota Bharu. The data collected was then tested on its reliability, and then further analyzed using frequency analysis. Besides that , Pearson correlation was use in this study to test the hypothesis .The finding shows that all four elements of brand equity factors are significant and the highest significant is brand loyalty factor that influence consumer purchase intention SMEs frozen food in Kota Bharu . Based on the result obtained from this study, the researcher suggests some recommendation that can help SMEs entrepreneur in developing more effective brand strategy in marketing their product. 2014-01 Thesis https://ir.uitm.edu.my/id/eprint/38507/ https://ir.uitm.edu.my/id/eprint/38507/1/38507.pdf text en public degree Universiti Teknologi MARA Cawangan Kelantan Faculty of Business Management Nik Ismail, Nik Rozhan
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Nik Ismail, Nik Rozhan
topic	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer satisfaction Consumer behavior Consumers' preferences Consumer research Including consumer profiling Food service
spellingShingle	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer satisfaction Consumer behavior Consumers' preferences Consumer research Including consumer profiling Food service Alias, Rosmaliza The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias
description	The purpose of this study is to determine the effect of brand equity on consumer purchase intention and the researcher also interested to find out which brand equity factor that most influence on consumer purchase intention toward SMEs frozen food in Kota Bharu. Brand equity model (Aaker 1991) were used to measure the effect of brand equity on consumer intention. There are consists of brand loyalty, brand association, brand awareness and perceived quality. In collecting data, the researcher used both primary and secondary data. Moreover, this study also used questionnaire that distribute for the 70 respondent, which public people around Kota Bharu. The data collected was then tested on its reliability, and then further analyzed using frequency analysis. Besides that , Pearson correlation was use in this study to test the hypothesis .The finding shows that all four elements of brand equity factors are significant and the highest significant is brand loyalty factor that influence consumer purchase intention SMEs frozen food in Kota Bharu . Based on the result obtained from this study, the researcher suggests some recommendation that can help SMEs entrepreneur in developing more effective brand strategy in marketing their product.
format	Thesis
qualification_level	Bachelor degree
author	Alias, Rosmaliza
author_facet	Alias, Rosmaliza
author_sort	Alias, Rosmaliza
title	The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias
title_short	The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias
title_full	The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias
title_fullStr	The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias
title_full_unstemmed	The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias
title_sort	effect of brand equity on consumer purchase intention : a study of smes frozen food product in kota bharu / rosmaliza alias
granting_institution	Universiti Teknologi MARA Cawangan Kelantan
granting_department	Faculty of Business Management
publishDate	2014
url	https://ir.uitm.edu.my/id/eprint/38507/1/38507.pdf
_version_	1783734474163355648

The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias

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