The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry

The general goal of this study is to examine the influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee industry in Kota Kinabalu, Sabah. Questionnaires were distributed among 150 respondents by using online survey, snow-ball method, an...

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Main Author:	Ngo, Wendy Seng Teen
Format:	Thesis
Language:	English English
Published:	2012
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/6132/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/6132/2/FULLTEXT.pdf
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id	my-ums-ep.6132
record_format	uketd_dc
spelling	my-ums-ep.61322024-04-29T02:32:22Z The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry 2012 Ngo, Wendy Seng Teen HF Commerce The general goal of this study is to examine the influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee industry in Kota Kinabalu, Sabah. Questionnaires were distributed among 150 respondents by using online survey, snow-ball method, and randomly approach. However, only 102 questionnaires were found useful. SPSS 16.0 was implemented to analysis data collected as well as to test the four hypothesizes in this study. In this study, loyalty intention served as dependent variable where brand image benefits served as independent variable. Overall satisfaction served as both independent variable and mediator in this study. The result proved that overall satisfaction has impacting loyalty intention in the local caramelized coffee industry. Only two brand image benefits, which are Functional Benefits and Experiential Benefits, are found to possess significant influences on overall satisfaction and loyalty intention. Also, this study proved that overall satisfaction possessed mediation effect between brand image benefits and loyalty intention. 2012 Thesis https://eprints.ums.edu.my/id/eprint/6132/ https://eprints.ums.edu.my/id/eprint/6132/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/6132/2/FULLTEXT.pdf text en validuser masters Universiti Malaysia Sabah Sekolah Perniagaan dan Ekonomi
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	HF Commerce
spellingShingle	HF Commerce Ngo, Wendy Seng Teen The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
description	The general goal of this study is to examine the influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee industry in Kota Kinabalu, Sabah. Questionnaires were distributed among 150 respondents by using online survey, snow-ball method, and randomly approach. However, only 102 questionnaires were found useful. SPSS 16.0 was implemented to analysis data collected as well as to test the four hypothesizes in this study. In this study, loyalty intention served as dependent variable where brand image benefits served as independent variable. Overall satisfaction served as both independent variable and mediator in this study. The result proved that overall satisfaction has impacting loyalty intention in the local caramelized coffee industry. Only two brand image benefits, which are Functional Benefits and Experiential Benefits, are found to possess significant influences on overall satisfaction and loyalty intention. Also, this study proved that overall satisfaction possessed mediation effect between brand image benefits and loyalty intention.
format	Thesis
qualification_level	Master's degree
author	Ngo, Wendy Seng Teen
author_facet	Ngo, Wendy Seng Teen
author_sort	Ngo, Wendy Seng Teen
title	The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
title_short	The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
title_full	The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
title_fullStr	The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
title_full_unstemmed	The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
title_sort	influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
granting_institution	Universiti Malaysia Sabah
granting_department	Sekolah Perniagaan dan Ekonomi
publishDate	2012
url	https://eprints.ums.edu.my/id/eprint/6132/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/6132/2/FULLTEXT.pdf
_version_	1804890331576008704

The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry

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