The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product

The purpose of this study is to study the effect of brand image and brand personality on satisfaction and loyalty intention in the context of Sabah beverage product. The study also examines the mediating effects of satisfaction between brand image and loyalty intention as well as between brand perso...

Full description

Saved in:

Bibliographic Details
Main Author:	Chang, Augustina Mei Xin
Format:	Thesis
Language:	English English
Published:	2016
Subjects:	TX642-840 Cooking
Online Access:	https://eprints.ums.edu.my/id/eprint/38778/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38778/2/FULLTEXT.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-ums-ep.38778
record_format	uketd_dc
spelling	my-ums-ep.387782024-06-07T08:00:10Z The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product 2016 Chang, Augustina Mei Xin TX642-840 Cooking The purpose of this study is to study the effect of brand image and brand personality on satisfaction and loyalty intention in the context of Sabah beverage product. The study also examines the mediating effects of satisfaction between brand image and loyalty intention as well as between brand personality and loyalty intention. In this study, the dimensions of brand image consist of three dimension attributes (e.g. quality, uniqueness and brand origin). A total of 293 set of questionnaires were used for the statistical data requirement. The statistical method adopted in this study is by using the SmartPLS software version 2.0. Bootstrapping is conducted and from the statistical data that collected show there is partial mediating effect between brand image and loyalty intention and brand personality and loyalty intention. SmartPLS is used to assess the convergent validity, discriminant validity, cross loading and hypothesis testing in matter to examine and justify the findings for this study. This research conducted is applied to a more specific to investigate the relationship between brand image and brand personality towards satisfaction and loyalty intention. The findings of the study also showed no mediating effect between uniqueness and loyalty intention whereas quality and brand origin were mediated by satisfaction towards loyalty intention of consumers. As for brand personality, excitement and ruggedness showed no mediating effect of satisfaction towards loyalty intention while sincerity, competence and sophistication had mediation relationship. Limitation of the study, implication of the study and future research are also included in this study. 2016 Thesis https://eprints.ums.edu.my/id/eprint/38778/ https://eprints.ums.edu.my/id/eprint/38778/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/38778/2/FULLTEXT.pdf text en validuser masters Universiti Malaysia Sabah Fakulti Perniagaan, Ekonomi dan Perakaunan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	TX642-840 Cooking
spellingShingle	TX642-840 Cooking Chang, Augustina Mei Xin The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product
description	The purpose of this study is to study the effect of brand image and brand personality on satisfaction and loyalty intention in the context of Sabah beverage product. The study also examines the mediating effects of satisfaction between brand image and loyalty intention as well as between brand personality and loyalty intention. In this study, the dimensions of brand image consist of three dimension attributes (e.g. quality, uniqueness and brand origin). A total of 293 set of questionnaires were used for the statistical data requirement. The statistical method adopted in this study is by using the SmartPLS software version 2.0. Bootstrapping is conducted and from the statistical data that collected show there is partial mediating effect between brand image and loyalty intention and brand personality and loyalty intention. SmartPLS is used to assess the convergent validity, discriminant validity, cross loading and hypothesis testing in matter to examine and justify the findings for this study. This research conducted is applied to a more specific to investigate the relationship between brand image and brand personality towards satisfaction and loyalty intention. The findings of the study also showed no mediating effect between uniqueness and loyalty intention whereas quality and brand origin were mediated by satisfaction towards loyalty intention of consumers. As for brand personality, excitement and ruggedness showed no mediating effect of satisfaction towards loyalty intention while sincerity, competence and sophistication had mediation relationship. Limitation of the study, implication of the study and future research are also included in this study.
format	Thesis
qualification_level	Master's degree
author	Chang, Augustina Mei Xin
author_facet	Chang, Augustina Mei Xin
author_sort	Chang, Augustina Mei Xin
title	The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product
title_short	The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product
title_full	The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product
title_fullStr	The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product
title_full_unstemmed	The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product
title_sort	effect of brand image and brand personality towards satisfaction and loyalty intention in the context sabah beverage product
granting_institution	Universiti Malaysia Sabah
granting_department	Fakulti Perniagaan, Ekonomi dan Perakaunan
publishDate	2016
url	https://eprints.ums.edu.my/id/eprint/38778/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38778/2/FULLTEXT.pdf
_version_	1804890342940475392

The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product

Similar Items