Campuran pemasaran dan ekuiti jenama halal keseluruhan

Campuran pemasaran dan ekuiti jenama halal keseluruhan

The main objective of this study was to examine and identify the factors that affect halal brand equity through the marketing lens. This study investigated factors such as advertising, pricing, company reputation, environmental turbulence with brand equity dimensions which are halal brand associatio...

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Main Author: Ahmad Sabri, Yusuff
Format: Thesis
Language:eng
eng
eng
Published: 2017
Subjects:
BP174 The practice of Islam
HF5001-6182 Business
Online Access:https://etd.uum.edu.my/6759/1/Depositpermission_s93913.pdf
https://etd.uum.edu.my/6759/2/s93913_01.pdf
https://etd.uum.edu.my/6759/3/s93913_02.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
eng
advisor Ahmad, Shuhymee
Mahmood, Rosli
topic BP174 The practice of Islam
HF5001-6182 Business
spellingShingle BP174 The practice of Islam
HF5001-6182 Business
Ahmad Sabri, Yusuff
Campuran pemasaran dan ekuiti jenama halal keseluruhan
description The main objective of this study was to examine and identify the factors that affect halal brand equity through the marketing lens. This study investigated factors such as advertising, pricing, company reputation, environmental turbulence with brand equity dimensions which are halal brand association, brand loyalty, perceived quality and halal brand equity which have not been given much research attention. In particular, the goal of this study was to determine how marketing efforts such as marketing elements, namely advertising, price, company reputation and environmental turbulence affect halal brand equity dimensions and how they affect or develop the overall halal brand equity. This was a quantitative study where a survey methodology was employed to collect the data. Individual consumers, were chosen as the sample for this study. The systematic sampling technique and intercept procedure were used to select respondents from individuals who shopped at four Hyper markets in the Klang Valley. Twenty- four main hypotheses were proposed to influence halal brand equity, but only ten hypothesis were supported. Structured questionnaires comprising 65 items were used to measure the variables; halal brand equity, marketing mix, company reputation and environmental turbulence were adopted in this study. The findings revealed that significant relationships exist among the variables (marketing mix; advertising, company reputation, environmental turbulence and halal brand equity) with halal brand equity. The findings also revealed that environmental turbulence moderated the relationships between perceived quality and halal brand equity, and perceived quality mediated fully the relationship between advertisement and halal brand equity. In conclusion, this study enhances the theories and models introduced such as the tawhidic paradigm, customer- based brand equity, the brand equity creation process model, servicedorminant logic and the contingency theory put together.
format Thesis
qualification_name other
qualification_level Doctorate
author Ahmad Sabri, Yusuff
author_facet Ahmad Sabri, Yusuff
author_sort Ahmad Sabri, Yusuff
title Campuran pemasaran dan ekuiti jenama halal keseluruhan
title_short Campuran pemasaran dan ekuiti jenama halal keseluruhan
title_full Campuran pemasaran dan ekuiti jenama halal keseluruhan
title_fullStr Campuran pemasaran dan ekuiti jenama halal keseluruhan
title_full_unstemmed Campuran pemasaran dan ekuiti jenama halal keseluruhan
title_sort campuran pemasaran dan ekuiti jenama halal keseluruhan
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2017
url https://etd.uum.edu.my/6759/1/Depositpermission_s93913.pdf
https://etd.uum.edu.my/6759/2/s93913_01.pdf
https://etd.uum.edu.my/6759/3/s93913_02.pdf
_version_ 1747828112784097280
spelling my-uum-etd.67592021-04-28T03:39:10Z Campuran pemasaran dan ekuiti jenama halal keseluruhan 2017 Ahmad Sabri, Yusuff Ahmad, Shuhymee Mahmood, Rosli Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business BP174 The practice of Islam HF5001-6182 Business The main objective of this study was to examine and identify the factors that affect halal brand equity through the marketing lens. This study investigated factors such as advertising, pricing, company reputation, environmental turbulence with brand equity dimensions which are halal brand association, brand loyalty, perceived quality and halal brand equity which have not been given much research attention. In particular, the goal of this study was to determine how marketing efforts such as marketing elements, namely advertising, price, company reputation and environmental turbulence affect halal brand equity dimensions and how they affect or develop the overall halal brand equity. This was a quantitative study where a survey methodology was employed to collect the data. Individual consumers, were chosen as the sample for this study. The systematic sampling technique and intercept procedure were used to select respondents from individuals who shopped at four Hyper markets in the Klang Valley. Twenty- four main hypotheses were proposed to influence halal brand equity, but only ten hypothesis were supported. Structured questionnaires comprising 65 items were used to measure the variables; halal brand equity, marketing mix, company reputation and environmental turbulence were adopted in this study. The findings revealed that significant relationships exist among the variables (marketing mix; advertising, company reputation, environmental turbulence and halal brand equity) with halal brand equity. The findings also revealed that environmental turbulence moderated the relationships between perceived quality and halal brand equity, and perceived quality mediated fully the relationship between advertisement and halal brand equity. In conclusion, this study enhances the theories and models introduced such as the tawhidic paradigm, customer- based brand equity, the brand equity creation process model, servicedorminant logic and the contingency theory put together. 2017 Thesis https://etd.uum.edu.my/6759/ https://etd.uum.edu.my/6759/1/Depositpermission_s93913.pdf text eng public https://etd.uum.edu.my/6759/2/s93913_01.pdf text eng public https://etd.uum.edu.my/6759/3/s93913_02.pdf text eng public other doctoral Universiti Utara Malaysia Al Quran, www.alquran-melayu.com diterjemahkan oleh terjemahan ar Rahman oleh Skeikh Abdullah Basmeih, Updated: 03:52/ 12.05.2014 Aaker, D.A. (1991). Managing Brand Equity. New York, NY: The Free Press. Aaker, D. (1991), Building Strong Brands. 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