Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers

The purpose of this study is to examine the relationship between brand knowledge, brand personality, brand experience and brand referral behaviors among Gen-Y in context of cosmetic brand among UUM undergraduate business students. In total, 350 questionnaires were distributed to UUM School of Busine...

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Main Author:	Noor Hasaniyati, Mohd Rejab
Format:	Thesis
Language:	eng eng
Published:	2018
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7424/1/s820143_01.pdf https://etd.uum.edu.my/7424/2/s820143_02.pdf
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id	my-uum-etd.7424
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Shaari, Hasnizam
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Noor Hasaniyati, Mohd Rejab Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers
description	The purpose of this study is to examine the relationship between brand knowledge, brand personality, brand experience and brand referral behaviors among Gen-Y in context of cosmetic brand among UUM undergraduate business students. In total, 350 questionnaires were distributed to UUM School of Business Management (SBM) undergraduate students. However, only 338 questionnaires were returned and only 335 questionnaires were usable for further analysis. The data collected through this survey was analyzed by using the Statistical Package for Social Science (SPSS) version 23. This study used random sampling method which includes both proportionate sampling and systematic sampling. Proportionate sampling is to identify adequate and relevant number of sample for each program under SBM and systematic sampling specifically to choose the right respondent. The descriptive analysis was used to determine the respondent’s profile. Findings of this study revealed that brand knowledge has a positive significant relationship towards brand referral behaviors. Meanwhile, it was found that brand personality and brand experience has no significant relationship towards brand referral behaviors. This study will help managers and marketers to understand more deeply about brand referral behaviors among Gen-Y. Finally, this study proposes several recommendations for future research.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Noor Hasaniyati, Mohd Rejab
author_facet	Noor Hasaniyati, Mohd Rejab
author_sort	Noor Hasaniyati, Mohd Rejab
title	Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers
title_short	Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers
title_full	Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers
title_fullStr	Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers
title_full_unstemmed	Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers
title_sort	predictors of brand referral behaviors of cosmetic brand among gen-y consumers
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2018
url	https://etd.uum.edu.my/7424/1/s820143_01.pdf https://etd.uum.edu.my/7424/2/s820143_02.pdf
_version_	1747828216009064448
spelling	my-uum-etd.74242021-08-11T04:29:21Z Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers 2018 Noor Hasaniyati, Mohd Rejab Shaari, Hasnizam School of Business Management School of Business Management HF5415.33 Consumer Behavior. The purpose of this study is to examine the relationship between brand knowledge, brand personality, brand experience and brand referral behaviors among Gen-Y in context of cosmetic brand among UUM undergraduate business students. In total, 350 questionnaires were distributed to UUM School of Business Management (SBM) undergraduate students. However, only 338 questionnaires were returned and only 335 questionnaires were usable for further analysis. The data collected through this survey was analyzed by using the Statistical Package for Social Science (SPSS) version 23. This study used random sampling method which includes both proportionate sampling and systematic sampling. Proportionate sampling is to identify adequate and relevant number of sample for each program under SBM and systematic sampling specifically to choose the right respondent. The descriptive analysis was used to determine the respondent’s profile. Findings of this study revealed that brand knowledge has a positive significant relationship towards brand referral behaviors. Meanwhile, it was found that brand personality and brand experience has no significant relationship towards brand referral behaviors. This study will help managers and marketers to understand more deeply about brand referral behaviors among Gen-Y. Finally, this study proposes several recommendations for future research. 2018 Thesis https://etd.uum.edu.my/7424/ https://etd.uum.edu.my/7424/1/s820143_01.pdf text eng public https://etd.uum.edu.my/7424/2/s820143_02.pdf text eng public masters masters Universiti Utara Malaysia Aaker, D. A. (1991). Managing Brand Equity, The Free Press, New York., 61-109. Aaker, D. A. (1996). 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Predictors of brand referral behaviors of cosmetic brand among gen-Y consumers

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