Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator

Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator

The evaluation of brand equity has often been described as the new research direction, particularly in small and medium enterprises. Accordingly, this study which was conducted in Malaysia investigated the sources of brand equity for Malaysian SMEs brand such as packaging, word of mouth and brand pe...

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Main Author: Suhaini, Mat Daud
Format: Thesis
Language:eng
eng
Published: 2017
Subjects:
HF5001-6182 Business
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/7175/1/s95260_01.pdf
https://etd.uum.edu.my/7175/2/s95260_02.pdf
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id my-uum-etd.7175
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Abd. Ghani, Noor Hasmini
Abdullah, Sahadah
topic HF5001-6182 Business
HF5415.33 Consumer Behavior.
spellingShingle HF5001-6182 Business
HF5415.33 Consumer Behavior.
Suhaini, Mat Daud
Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
description The evaluation of brand equity has often been described as the new research direction, particularly in small and medium enterprises. Accordingly, this study which was conducted in Malaysia investigated the sources of brand equity for Malaysian SMEs brand such as packaging, word of mouth and brand personality with relationship quality as the mediator. Although past researches had investigated the effect of these sources of brand equity, only a few researchers discovered the effect of relationship quality as a mediator between the sources of brand equity and brand equity in the context of SMEs. In this study, the model was developed based on the theory of brand equity and the social exchange theory. The study employed systematic sampling where 538 questionnaires were distributed to the consumers of SMEs food products in Malaysia. The data gathered was analysed using the Structural Equation Model- Partial Least Square (SEM-PLS). The results indicated that packaging, word of mouth and brand personality have significant and positive effects on brand equity. It also showed that relationship quality has a direct relationship with brand equity. Moreover, relationship quality mediates the relationship between the sources of brand equity such as packaging, word of mouth and brand personality, and brand equity. Consequently, the findings of this study have further strengthened the theory on brand equity and the social exchange theory and related literature as well. This study also put forth recommendations for SMEs food industries regarding the best approaches to build brand equity using the strategic sources of brand equity to ensure long-term relationships with customers in the light of the strong competitive advantage. For future research, it would be interesting to incorporate other strategic sources which may contribute to strengthen the theory besides providing the management the know-how for better-informed decisions.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Suhaini, Mat Daud
author_facet Suhaini, Mat Daud
author_sort Suhaini, Mat Daud
title Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
title_short Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
title_full Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
title_fullStr Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
title_full_unstemmed Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
title_sort consumer evaluation of smes brand equity : the role of relationship quality as a mediator
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2017
url https://etd.uum.edu.my/7175/1/s95260_01.pdf
https://etd.uum.edu.my/7175/2/s95260_02.pdf
_version_ 1747828168648032256
spelling my-uum-etd.71752021-08-18T07:45:00Z Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator 2017 Suhaini, Mat Daud Abd. Ghani, Noor Hasmini Abdullah, Sahadah School of Business Management School of Business Management HF5001-6182 Business HF5415.33 Consumer Behavior. The evaluation of brand equity has often been described as the new research direction, particularly in small and medium enterprises. Accordingly, this study which was conducted in Malaysia investigated the sources of brand equity for Malaysian SMEs brand such as packaging, word of mouth and brand personality with relationship quality as the mediator. Although past researches had investigated the effect of these sources of brand equity, only a few researchers discovered the effect of relationship quality as a mediator between the sources of brand equity and brand equity in the context of SMEs. In this study, the model was developed based on the theory of brand equity and the social exchange theory. The study employed systematic sampling where 538 questionnaires were distributed to the consumers of SMEs food products in Malaysia. The data gathered was analysed using the Structural Equation Model- Partial Least Square (SEM-PLS). The results indicated that packaging, word of mouth and brand personality have significant and positive effects on brand equity. It also showed that relationship quality has a direct relationship with brand equity. Moreover, relationship quality mediates the relationship between the sources of brand equity such as packaging, word of mouth and brand personality, and brand equity. Consequently, the findings of this study have further strengthened the theory on brand equity and the social exchange theory and related literature as well. This study also put forth recommendations for SMEs food industries regarding the best approaches to build brand equity using the strategic sources of brand equity to ensure long-term relationships with customers in the light of the strong competitive advantage. For future research, it would be interesting to incorporate other strategic sources which may contribute to strengthen the theory besides providing the management the know-how for better-informed decisions. 2017 Thesis https://etd.uum.edu.my/7175/ https://etd.uum.edu.my/7175/1/s95260_01.pdf text eng public https://etd.uum.edu.my/7175/2/s95260_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press. Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press. Aaker, J., Fournier, S., & Brasel, S. A. (2004). When Good Brands Do Bad. 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