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...

Full description

Saved in:

Bibliographic Details
Main Author:	Anuar Ibrahim Isah
Format:	Thesis
Language:	English English
Published:	2016
Subjects:	TL1-484 Motor vehicles Cycles
Online Access:	https://eprints.ums.edu.my/id/eprint/38876/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38876/2/FULLTEXT.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-ums-ep.38876
record_format	uketd_dc
spelling	my-ums-ep.388762024-06-18T02:13:31Z Relationship between brand personality, brand attitude and purchase intention of Proton Exora 2016 Anuar Ibrahim Isah TL1-484 Motor vehicles. Cycles 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. 2016 Thesis https://eprints.ums.edu.my/id/eprint/38876/ https://eprints.ums.edu.my/id/eprint/38876/1/ABSTRACT.pdf text en public https://eprints.ums.edu.my/id/eprint/38876/2/FULLTEXT.pdf text en validuser masters Universiti Malaysia Sabah Fakulti Perniagaan, Ekonomi dan Perakauanan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	TL1-484 Motor vehicles Cycles
spellingShingle	TL1-484 Motor vehicles Cycles Anuar Ibrahim Isah Relationship between brand personality, brand attitude and purchase intention of Proton Exora
description	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.
format	Thesis
qualification_level	Master's degree
author	Anuar Ibrahim Isah
author_facet	Anuar Ibrahim Isah
author_sort	Anuar Ibrahim Isah
title	Relationship between brand personality, brand attitude and purchase intention of Proton Exora
title_short	Relationship between brand personality, brand attitude and purchase intention of Proton Exora
title_full	Relationship between brand personality, brand attitude and purchase intention of Proton Exora
title_fullStr	Relationship between brand personality, brand attitude and purchase intention of Proton Exora
title_full_unstemmed	Relationship between brand personality, brand attitude and purchase intention of Proton Exora
title_sort	relationship between brand personality, brand attitude and purchase intention of proton exora
granting_institution	Universiti Malaysia Sabah
granting_department	Fakulti Perniagaan, Ekonomi dan Perakauanan
publishDate	2016
url	https://eprints.ums.edu.my/id/eprint/38876/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38876/2/FULLTEXT.pdf
_version_	1804890344226029568

Relationship between brand personality, brand attitude and purchase intention of Proton Exora

Similar Items