Factors affecting brand loyalty : a study of palm cooking oil in Malaysia

The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. Studies rela...

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Main Author:	Shaban, Omar Kassim A.
Format:	Thesis
Language:	English
Published:	2018
Subjects:	H Social Sciences (General)
Online Access:	http://umpir.ump.edu.my/id/eprint/23424/1/Factors%20affecting%20brand%20loyalty%20-%20a%20study%20of%20palm%20cooking%20oil%20in%20Malaysia.pdf
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id	my-ump-ir.23424
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spelling	my-ump-ir.234242021-11-10T02:28:46Z Factors affecting brand loyalty : a study of palm cooking oil in Malaysia 2018-08 Shaban, Omar Kassim A. H Social Sciences (General) The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. Studies related to palm oil were mainly from the perspective of health and price. Very few studies have explored the brand loyalty of palm cooking oil. Hence, the primary purpose of this study is to investigate the antecedents of the brand loyalty of palm cooking oil, and enhance the loyalty to palm cooking oil products among its user in Malaysia. A comprehensive framework of palm oil brand loyalty was established based on the Theory of planned behaviour (TPB), Technology Acceptance Model (TAM), Porter Five Forces (PFF), and the Service Quality Model (SQM). A systematic sampling technique was deployed to collect data from the 314 consumers of palm cooking oil in the Klang Valley, Malaysia. Both the Statistical Package for the Social Sciences (SPSS) and AMOS as embedded in structural equation model (SEM) were applied. Confirmatory factor analysis, measurement model and structural model were conducted to test the hypothesis of this study. The results show that: i) perceived usefulness, product quality, product experience, brand commitment and brand awareness had positive effects on attitude and hence behavioural intention; ii) this study also found to have a positive effect on brand loyalty hypotheses. Trust and satisfaction partially mediate the effects of attitude on intention. That is, when consumers of palm oil brand in Malaysia have positive trust and feel satisfied, they will have a positive attitude that will have a positive effect on behavioural intention. iii) The effect of subjective norm on attitude was affected by the moderating effects of the switching cost. The contributions of the study are: i) this study is significant because it contributes to the existing literature by focusing on the factors that affect brand loyalty of palm oil from the customer perspective and the brand perspective; ii) it is important to provide the scientific guidance which helps the decision-makers to understand various implication of brand loyalty of palm oil brand in Malaysia; iii) the study findings could serve as an important basis for researchers and the palm oil industry to understand purchasers’ behavioural intentions and attitude to further formulate strategies to improve the brand loyalty of palm oil. 2018-08 Thesis http://umpir.ump.edu.my/id/eprint/23424/ http://umpir.ump.edu.my/id/eprint/23424/1/Factors%20affecting%20brand%20loyalty%20-%20a%20study%20of%20palm%20cooking%20oil%20in%20Malaysia.pdf pdf en public phd doctoral Universiti Malaysia Pahang Faculty of Industrial Management
institution	Universiti Malaysia Pahang Al-Sultan Abdullah
collection	UMPSA Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Shaban, Omar Kassim A. Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
description	The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. Studies related to palm oil were mainly from the perspective of health and price. Very few studies have explored the brand loyalty of palm cooking oil. Hence, the primary purpose of this study is to investigate the antecedents of the brand loyalty of palm cooking oil, and enhance the loyalty to palm cooking oil products among its user in Malaysia. A comprehensive framework of palm oil brand loyalty was established based on the Theory of planned behaviour (TPB), Technology Acceptance Model (TAM), Porter Five Forces (PFF), and the Service Quality Model (SQM). A systematic sampling technique was deployed to collect data from the 314 consumers of palm cooking oil in the Klang Valley, Malaysia. Both the Statistical Package for the Social Sciences (SPSS) and AMOS as embedded in structural equation model (SEM) were applied. Confirmatory factor analysis, measurement model and structural model were conducted to test the hypothesis of this study. The results show that: i) perceived usefulness, product quality, product experience, brand commitment and brand awareness had positive effects on attitude and hence behavioural intention; ii) this study also found to have a positive effect on brand loyalty hypotheses. Trust and satisfaction partially mediate the effects of attitude on intention. That is, when consumers of palm oil brand in Malaysia have positive trust and feel satisfied, they will have a positive attitude that will have a positive effect on behavioural intention. iii) The effect of subjective norm on attitude was affected by the moderating effects of the switching cost. The contributions of the study are: i) this study is significant because it contributes to the existing literature by focusing on the factors that affect brand loyalty of palm oil from the customer perspective and the brand perspective; ii) it is important to provide the scientific guidance which helps the decision-makers to understand various implication of brand loyalty of palm oil brand in Malaysia; iii) the study findings could serve as an important basis for researchers and the palm oil industry to understand purchasers’ behavioural intentions and attitude to further formulate strategies to improve the brand loyalty of palm oil.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Shaban, Omar Kassim A.
author_facet	Shaban, Omar Kassim A.
author_sort	Shaban, Omar Kassim A.
title	Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_short	Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_full	Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_fullStr	Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_full_unstemmed	Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_sort	factors affecting brand loyalty : a study of palm cooking oil in malaysia
granting_institution	Universiti Malaysia Pahang
granting_department	Faculty of Industrial Management
publishDate	2018
url	http://umpir.ump.edu.my/id/eprint/23424/1/Factors%20affecting%20brand%20loyalty%20-%20a%20study%20of%20palm%20cooking%20oil%20in%20Malaysia.pdf
_version_	1783732066015248384

Factors affecting brand loyalty : a study of palm cooking oil in Malaysia

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