The relationships between brand attributes and word of mouth on brand identity and brand image

The relationships between brand attributes and word of mouth on brand identity and brand image

Companies all around the world have to deal with issues relating to brand image development and maintenance because brand image can affect their brand performance. Based on the attribution theory, this research examined the impact of the components of brand attributes, namely brand relevance, brand...

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Main Author: Al Kasassbh, Hazem Mohamad Abd Al Ghany
Format: Thesis
Language:eng
eng
Published: 2017
Subjects:
HD28-70 Management
Industrial Management
Online Access:https://etd.uum.edu.my/7297/1/s95379_01.pdf
https://etd.uum.edu.my/7297/2/s95379_02.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Md. Salleh, Salniza
topic HD28-70 Management
Industrial Management
spellingShingle HD28-70 Management
Industrial Management
Al Kasassbh, Hazem Mohamad Abd Al Ghany
The relationships between brand attributes and word of mouth on brand identity and brand image
description Companies all around the world have to deal with issues relating to brand image development and maintenance because brand image can affect their brand performance. Based on the attribution theory, this research examined the impact of the components of brand attributes, namely brand relevance, brand consistency, brand sustainability, brand credibility, brand uniqueness and word of mouth (WOM) of brand image. This study also evaluated the mediating influence of brand WOM identity on the relationship between the brand attribute components, WOM and brand image. Insufficient empirical attention, particularly in relation to the attribution theory, was the driving force for the current study to be undertaken. Two hundred and fifty-four travellers via two airports located in the northern region of Malaysia participated in this study. A cross-sectional survey approach and the quota sampling technique were adopted to select the participants, and PLS algorithm and bootstrapping techniques were deployed to test the hypothesized relationships. The PLS path modelling reported significant results of the major hypotheses; brand sustainability was the only variable not significantly related to brand image. It was found that brand identity mediated significantly the relationship between brand attributes, WOM and brand image. Overall, the results provide support for the attribution theory in that brand attributes, namely brand relevance, brand consistency, brand sustainability, brand credibility, brand uniqueness and word of mouth can help shape consumers' perceptions which ultimately result in harnessing brand image. Finally, the study's implications for theory and practice, limitations, conclusions as well as directions for future research are provided and discussed.
format Thesis
qualification_name other
qualification_level Doctorate
author Al Kasassbh, Hazem Mohamad Abd Al Ghany
author_facet Al Kasassbh, Hazem Mohamad Abd Al Ghany
author_sort Al Kasassbh, Hazem Mohamad Abd Al Ghany
title The relationships between brand attributes and word of mouth on brand identity and brand image
title_short The relationships between brand attributes and word of mouth on brand identity and brand image
title_full The relationships between brand attributes and word of mouth on brand identity and brand image
title_fullStr The relationships between brand attributes and word of mouth on brand identity and brand image
title_full_unstemmed The relationships between brand attributes and word of mouth on brand identity and brand image
title_sort relationships between brand attributes and word of mouth on brand identity and brand image
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2017
url https://etd.uum.edu.my/7297/1/s95379_01.pdf
https://etd.uum.edu.my/7297/2/s95379_02.pdf
_version_ 1747828191364382720
spelling my-uum-etd.72972021-05-02T00:44:43Z The relationships between brand attributes and word of mouth on brand identity and brand image 2017 Al Kasassbh, Hazem Mohamad Abd Al Ghany Md. Salleh, Salniza School of Business Management School of Business Management HD28-70 Management. Industrial Management Companies all around the world have to deal with issues relating to brand image development and maintenance because brand image can affect their brand performance. Based on the attribution theory, this research examined the impact of the components of brand attributes, namely brand relevance, brand consistency, brand sustainability, brand credibility, brand uniqueness and word of mouth (WOM) of brand image. This study also evaluated the mediating influence of brand WOM identity on the relationship between the brand attribute components, WOM and brand image. Insufficient empirical attention, particularly in relation to the attribution theory, was the driving force for the current study to be undertaken. Two hundred and fifty-four travellers via two airports located in the northern region of Malaysia participated in this study. A cross-sectional survey approach and the quota sampling technique were adopted to select the participants, and PLS algorithm and bootstrapping techniques were deployed to test the hypothesized relationships. The PLS path modelling reported significant results of the major hypotheses; brand sustainability was the only variable not significantly related to brand image. It was found that brand identity mediated significantly the relationship between brand attributes, WOM and brand image. Overall, the results provide support for the attribution theory in that brand attributes, namely brand relevance, brand consistency, brand sustainability, brand credibility, brand uniqueness and word of mouth can help shape consumers' perceptions which ultimately result in harnessing brand image. Finally, the study's implications for theory and practice, limitations, conclusions as well as directions for future research are provided and discussed. 2017 Thesis https://etd.uum.edu.my/7297/ https://etd.uum.edu.my/7297/1/s95379_01.pdf text eng public https://etd.uum.edu.my/7297/2/s95379_02.pdf text eng public other doctoral Universiti Utara Malaysia Aaker, D. A. (1991), Managing Brand Equity, the Free Press, New York, NY, pp. a.7, 39, 61, and 110. Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 103-120. Aaker, D. A. (2012). Win the brand relevance battle and then build competitor barriers. 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