The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.

Brand consciousness is more than simply an awareness or preferences for brand names. It is the understanding that brand names, in general, have personal relevance or value in that they serve as a signal of functional or symbolic value. In the United States, the importance of brand names is well esta...

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Main Author:	Zaharah, Ghazali
Format:	Thesis
Language:	eng eng
Published:	2006
Subjects:	HF5601-5689 Accounting
Online Access:	https://etd.uum.edu.my/97/1/zaharah.pdf https://etd.uum.edu.my/97/2/zaharah.pdf
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id	my-uum-etd.97
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
topic	HF5601-5689 Accounting
spellingShingle	HF5601-5689 Accounting Zaharah, Ghazali The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.
description	Brand consciousness is more than simply an awareness or preferences for brand names. It is the understanding that brand names, in general, have personal relevance or value in that they serve as a signal of functional or symbolic value. In the United States, the importance of brand names is well established. However, there is little understanding of the importance brand names hold in other cultures. Therefore, the objective of this study was to investigate how socialization agents-media, parents, and peers-influence on students' brand consciousness in apparel and influences differ according to students demographic characteristics. Participants were 230 students in second semester, who undertaking Bachelor of Business Administration in Universiti Utara Malaysia. Overall, peers exert the greatest influence. The results by using Pearson correlation coefficients analyses suggested that, the students' brand consciousness is, significantly correlated to each socialization factor. However, of the media related analysis, only movie viewing shows a significant correlation. The other two have significant correlation with parental influence and peer influence. Moreover, gender and ethnicity differences were also analyzed on socialization agents and brand consciousness. As the results have indicated, media exposure analyses revealed the most significant differences: female students were more likely to watch TV, listen to music (radio, CDs), and spend time online than were males, while Malay students were more likely to listen to music and spend time online than were Chinese, Indian, and other(Siamese, Singaporean, Indonesian, Other). For influence from parents and peers, only gender played a factor: female students were more likely to be influenced by parents and peers than males. Other significant differences were found for brand consciousness across gender and ethnicity: female students were more likely to have higher brand-consciousness than males, while students of other ethnic groups were more likely to be highly brand-conscious than Malay, Chinese, and Indian. Family and consumer educators should consider findings of this study as a guide to give better education to students as consumers.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Zaharah, Ghazali
author_facet	Zaharah, Ghazali
author_sort	Zaharah, Ghazali
title	The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.
title_short	The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.
title_full	The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.
title_fullStr	The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.
title_full_unstemmed	The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.
title_sort	influence of socialization agents and demographic profiles on brand consciousness.
granting_institution	Universiti Utara Malaysia
granting_department	Sekolah Siswazah
publishDate	2006
url	https://etd.uum.edu.my/97/1/zaharah.pdf https://etd.uum.edu.my/97/2/zaharah.pdf
_version_	1747826843021475840
spelling	my-uum-etd.972013-07-24T12:05:35Z The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness. 2006 Zaharah, Ghazali Sekolah Siswazah Graduate School HF5601-5689 Accounting Brand consciousness is more than simply an awareness or preferences for brand names. It is the understanding that brand names, in general, have personal relevance or value in that they serve as a signal of functional or symbolic value. In the United States, the importance of brand names is well established. However, there is little understanding of the importance brand names hold in other cultures. Therefore, the objective of this study was to investigate how socialization agents-media, parents, and peers-influence on students' brand consciousness in apparel and influences differ according to students demographic characteristics. Participants were 230 students in second semester, who undertaking Bachelor of Business Administration in Universiti Utara Malaysia. Overall, peers exert the greatest influence. The results by using Pearson correlation coefficients analyses suggested that, the students' brand consciousness is, significantly correlated to each socialization factor. However, of the media related analysis, only movie viewing shows a significant correlation. The other two have significant correlation with parental influence and peer influence. Moreover, gender and ethnicity differences were also analyzed on socialization agents and brand consciousness. As the results have indicated, media exposure analyses revealed the most significant differences: female students were more likely to watch TV, listen to music (radio, CDs), and spend time online than were males, while Malay students were more likely to listen to music and spend time online than were Chinese, Indian, and other(Siamese, Singaporean, Indonesian, Other). For influence from parents and peers, only gender played a factor: female students were more likely to be influenced by parents and peers than males. Other significant differences were found for brand consciousness across gender and ethnicity: female students were more likely to have higher brand-consciousness than males, while students of other ethnic groups were more likely to be highly brand-conscious than Malay, Chinese, and Indian. Family and consumer educators should consider findings of this study as a guide to give better education to students as consumers. 2006 Thesis https://etd.uum.edu.my/97/ https://etd.uum.edu.my/97/1/zaharah.pdf application/pdf eng validuser https://etd.uum.edu.my/97/2/zaharah.pdf application/pdf eng public masters masters Universiti Utara Malaysia Atkins, C. (1984). The effects of alcohol advertising. Advances in Consumer Research. 11, 688-693. Babin, B. J., Darden, W. R., & Griffin, M. (1994). 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The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness.

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