The Impact Of Brand Image Toward Consumer Loyalty In Context Of Malaysia Local Franchise In Melaka

Othman, Abdul Halim (2016) The Impact Of Brand Image Toward Consumer Loyalty In Context Of Malaysia Local Franchise In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The growth and important of brand image in the business entity such as franchise show an increasing concern. A variety of brand image element that exist as an approaches in recent years owing to the complexity of the concept, the large range of attribute that required to evaluate the customer loyalty. This study seeks to summarize the evolution of research and current thinking as it related to the different methodological approaches for brand image to the customer loyalty and to provide a discussion of future directions. The objective of this study to determine the factor of brand image that contribute to customer loyalty in context of Malaysia local franchise and explain the feedback from the customer which buying at the local franchise premise. This research conducted by quantitative method to identify the impact of brand image toward customer loyalty in Malaysia local franchise. In this research, data collection are based on the questionnaire, the research strategy with a survey of 380 respondent and the analysis is carrying out using the Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The questionnaire are distributed among the customer of local franchise in Melaka urban areas. The finding of this research show all the four variable are positively significant by using simple and multiple regression analyses. The result show the symbolic is the highest variables that impact to the customer loyalty. This result show, marketer in Malaysia local franchise should concern about the important of their brand image benefit to get more loyal customers and well design toward their experiential, symbolic, appearance and functional for high exposure.

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