The contributing factors to brand attitude among consumers

The contributing factors to brand attitude among consumers

Brand attitude is one of the importance parts in order to survival of the company. In particular, this study intends to study on the association and influence or brand attitude among consumers. Thus this study investigates the association of the independent variables namely: (i) advertisement attr...

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Main Author: Ahmad Faizal, Iberahim
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5530/1/s810908_01.pdf
https://etd.uum.edu.my/5530/2/s810908_02.pdf
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id my-uum-etd.5530
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Md Said, Nor Pujawati
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Ahmad Faizal, Iberahim
The contributing factors to brand attitude among consumers
description Brand attitude is one of the importance parts in order to survival of the company. In particular, this study intends to study on the association and influence or brand attitude among consumers. Thus this study investigates the association of the independent variables namely: (i) advertisement attributes, (ii) endorser characteristics and, (iii) product match-up on the brand attitude. The population of this study is the population in the Federal Territory of Putrajaya. Based on the data provided by the Statistic Department Malaysia (2015), there are 88,300 people residing in Putrajaya. The data for this study were collected through handing out the questionnaire designated target respondents. A questionnaire was adapted from the literature and was pilot tested before it was distributed to the consumers. A total of 200 questionnaires were distributed and 158 were collected. After the data cleaning process, only 153 questionnaires were usable. The findings indicate that the model is supported. There is a positive moderate relationship between physical attractiveness, trustworthiness and expertise over brand attitude. Advertisement attributes and product match-up show that the association between the variables is positive and strong.
format Thesis
qualification_name masters
qualification_level Master's degree
author Ahmad Faizal, Iberahim
author_facet Ahmad Faizal, Iberahim
author_sort Ahmad Faizal, Iberahim
title The contributing factors to brand attitude among consumers
title_short The contributing factors to brand attitude among consumers
title_full The contributing factors to brand attitude among consumers
title_fullStr The contributing factors to brand attitude among consumers
title_full_unstemmed The contributing factors to brand attitude among consumers
title_sort contributing factors to brand attitude among consumers
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2015
url https://etd.uum.edu.my/5530/1/s810908_01.pdf
https://etd.uum.edu.my/5530/2/s810908_02.pdf
_version_ 1747827945993404416
spelling my-uum-etd.55302021-03-18T03:05:15Z The contributing factors to brand attitude among consumers 2015 Ahmad Faizal, Iberahim Md Said, Nor Pujawati Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Brand attitude is one of the importance parts in order to survival of the company. In particular, this study intends to study on the association and influence or brand attitude among consumers. Thus this study investigates the association of the independent variables namely: (i) advertisement attributes, (ii) endorser characteristics and, (iii) product match-up on the brand attitude. The population of this study is the population in the Federal Territory of Putrajaya. Based on the data provided by the Statistic Department Malaysia (2015), there are 88,300 people residing in Putrajaya. The data for this study were collected through handing out the questionnaire designated target respondents. A questionnaire was adapted from the literature and was pilot tested before it was distributed to the consumers. A total of 200 questionnaires were distributed and 158 were collected. After the data cleaning process, only 153 questionnaires were usable. The findings indicate that the model is supported. There is a positive moderate relationship between physical attractiveness, trustworthiness and expertise over brand attitude. Advertisement attributes and product match-up show that the association between the variables is positive and strong. 2015 Thesis https://etd.uum.edu.my/5530/ https://etd.uum.edu.my/5530/1/s810908_01.pdf text eng public https://etd.uum.edu.my/5530/2/s810908_02.pdf text eng public masters masters Universiti Utara Malaysia Bardia, Y.H., Abed, A. and Majid, N.Z. (2011). Investigate the impact of celebrity endorsement on brand image. European Journal of Scientific Research, 58(1), 116-132 Brakus, J. J., Schmitt, B. H. and Zarantonello, L. (2009). 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