The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones

The objective of this research is to demonstrate the influence of semiotic advertising efficacy on Generation Y’s brand equity and purchase intention towards smartphone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images a...

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Main Author:	Adaobi, Oputa Elizabeth
Format:	Thesis
Language:	eng eng eng
Published:	2018
Subjects:	HF5001-6182 Business HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8423/1/s818673_01.pdf https://etd.uum.edu.my/8423/2/s818673_02.pdf https://etd.uum.edu.my/8423/3/s818673_references.docx
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id	my-uum-etd.8423
record_format	uketd_dc
spelling	my-uum-etd.84232022-02-15T00:54:49Z The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones 2018 Adaobi, Oputa Elizabeth Ahmad, Fakhrorazi Ghazali Shafie Graduate School of Government Ghazali Shafie Graduate School of Government HF5001-6182 Business HF5415.33 Consumer Behavior. The objective of this research is to demonstrate the influence of semiotic advertising efficacy on Generation Y’s brand equity and purchase intention towards smartphone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images and other visual aids for the purpose of marketing a given product or service. Since these signs tend to create an image of the brand in consumers’ mind and also demonstrates the brand association with their cultural orientation, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by Generation Y consumers. This study also assumes that brand equity, based on its components of perception, recognition, parity, loyalty and trust positively influences Generation Y’s purchase intentions towards smartphone. In addition, semiotic advertising is also expected to have a positive influence on buyer’s purchase intention. Data for this research were collected from 620 Generation Y smart phone users using a survey method, based on the semiotic advertising of four main smartphone brands namely Oppo, Samsung, iPhone and Lenovo. The survey instruments were self-developed by the researcher to measure semiotic advertising efficacy, brand equity and purchase intentions as perceived towards advertisements of four smart phones shown to the respondents while undertaking the survey. Surveys were distributed to Generation Y in three main states in Malaysia namely Kuala Lumpur, Johor and Kedah. It is hence concluded from the findings that the Generation Y’s purchase intentions towards smartphone increase when the efficacy of semiotic advertising increases. Thus, firms need to ensure that the visual elements and semiotics used in their brand advertisements align with the cultural characteristics of buyers in order to enhance their overall efficacy. 2018 Thesis https://etd.uum.edu.my/8423/ https://etd.uum.edu.my/8423/1/s818673_01.pdf text eng public https://etd.uum.edu.my/8423/2/s818673_02.pdf text eng public https://etd.uum.edu.my/8423/3/s818673_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Ahmad, Fakhrorazi
topic	HF5001-6182 Business HF5415.33 Consumer Behavior.
spellingShingle	HF5001-6182 Business HF5415.33 Consumer Behavior. Adaobi, Oputa Elizabeth The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones
description	The objective of this research is to demonstrate the influence of semiotic advertising efficacy on Generation Y’s brand equity and purchase intention towards smartphone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images and other visual aids for the purpose of marketing a given product or service. Since these signs tend to create an image of the brand in consumers’ mind and also demonstrates the brand association with their cultural orientation, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by Generation Y consumers. This study also assumes that brand equity, based on its components of perception, recognition, parity, loyalty and trust positively influences Generation Y’s purchase intentions towards smartphone. In addition, semiotic advertising is also expected to have a positive influence on buyer’s purchase intention. Data for this research were collected from 620 Generation Y smart phone users using a survey method, based on the semiotic advertising of four main smartphone brands namely Oppo, Samsung, iPhone and Lenovo. The survey instruments were self-developed by the researcher to measure semiotic advertising efficacy, brand equity and purchase intentions as perceived towards advertisements of four smart phones shown to the respondents while undertaking the survey. Surveys were distributed to Generation Y in three main states in Malaysia namely Kuala Lumpur, Johor and Kedah. It is hence concluded from the findings that the Generation Y’s purchase intentions towards smartphone increase when the efficacy of semiotic advertising increases. Thus, firms need to ensure that the visual elements and semiotics used in their brand advertisements align with the cultural characteristics of buyers in order to enhance their overall efficacy.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Adaobi, Oputa Elizabeth
author_facet	Adaobi, Oputa Elizabeth
author_sort	Adaobi, Oputa Elizabeth
title	The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones
title_short	The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones
title_full	The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones
title_fullStr	The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones
title_full_unstemmed	The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones
title_sort	influence of international firms semiotic advertising efficacy on gen-y brand equity and purchase intent of smart phones
granting_institution	Universiti Utara Malaysia
granting_department	Ghazali Shafie Graduate School of Government
publishDate	2018
url	https://etd.uum.edu.my/8423/1/s818673_01.pdf https://etd.uum.edu.my/8423/2/s818673_02.pdf https://etd.uum.edu.my/8423/3/s818673_references.docx
_version_	1747828389804244992

The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones

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