The impact of brand equity on customer purchase intention in UTeM

Wai, Kai Xuan (2019) The impact of brand equity on customer purchase intention in UTeM. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) The Impact Of Brand Equity On Customer Purchase Intention In UTeM.pdf Download (295kB)
	Text (Full Text) The impact of brand equity on customer purchase intention in UTeM.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

The purpose of the research is to attest and determine the purchase intention when associated with Aaker’s recognised customer-based brand equity framework with the measurement at the consumer’s perspective in the fast fashion industry in Malaysia. Further, the research paper is an aid to differentiate the measurement of customer-based brand equity in order to investigate its impact on purchase intention in Universiti Teknikal Malaysia Melaka. Aaker’s brand equity model is conceptualized by four dimensions included brand association, brand loyalty, perceived quality and brand awareness. A sum of 380 effective and acceptable questionnaires are distributed to postgraduate students and academic staffs in Universiti Teknikal Malaysia Melaka. Thus, a 5 point Likert scale is utilised to record the responses based on the perception toward brand equity and purchase intention with 1 being strongly disagreed and 5 strongly agree. The data analysis is used through SPPS where Cronbach alpha coefficient to test the reliability of questionnaire, Pearson correlation analysis and multi regression analysis are used to investigate the relationship among brand equity and purchase intention. It has been discovered all dimensions- brand association, brand loyalty, perceived quality and brand awareness showed a positive significant relationship to purchase intention. Hence, Aaker’s customer-based brand equity model is adapted and verified to test in the fast fashion industry when associated with purchase intention. The company should be considered brand equity as an essential measurement when undergoing marketing activities in order to improve the customer purchase decision. It is considered as a brand value to enhance the operational performance of the business.

Actions (login required)

View Item