Relationship between brand personality, brand attitude and purchase intention of Proton Exora
The purpose of this study is to investigate the influence of brand personality and brand attitude towards purchase intention of Proton Exora brand which more specifically for Proton Exora, a leading Malaysian automobile manufacturing. Moreover, brand attitude as the mediating effect between the rela...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/38876/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38876/2/FULLTEXT.pdf |
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| Summary: | The purpose of this study is to investigate the influence of brand personality and brand attitude towards purchase intention of Proton Exora brand which more specifically for Proton Exora, a leading Malaysian automobile manufacturing. Moreover, brand attitude as the mediating effect between the relationship of brand personality and purchase intention is also investigated. This study has proven that only certain dimension of brand personality has relationship with purchase intention base on the behavioral reaction of respondents in Tawau, Lahad Datu and Sandakan. Smart PLS version 2.0 was employed in the data analysis. Among the five generic dimension of brand personality proposed by Aaker (1997), Competence, Sophisticated and Sincerity was inapplicable towards purchase intentions. However, taking into account of mediator effect, only Excitement and Sophisticated were applicable in Tawau, Lahad Datu and Sandakan market setting for the current findings. Discussion, limitation and recommendation for the future study are also presented in this study. |
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