Managing brand equity in the gourmet coffee outlet industry.
This paper examines the role of brand equity in the gourmet coffee outlet (GCO) industry in Singapore and seeks to understand the relationships between brand equity with customer satisfaction and purchase intention. With reference to Aaker’s [1991] model, we conceptualised brand equity as a four dim...
| Glavni autori: | , , |
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| Daljnji autori: | |
| Format: | Final Year Project (FYP) |
| Jezik: | English |
| Izdano: |
2011
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| Teme: | |
| Online pristup: | http://hdl.handle.net/10356/43722 |
| _version_ | 1826118055621558272 |
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| author | Cheong, Candice Ee Chian. Lee, Julia Phui Yeng. Teow, Shi Jing. |
| author2 | Benjamin Kartono |
| author_facet | Benjamin Kartono Cheong, Candice Ee Chian. Lee, Julia Phui Yeng. Teow, Shi Jing. |
| author_sort | Cheong, Candice Ee Chian. |
| collection | NTU |
| description | This paper examines the role of brand equity in the gourmet coffee outlet (GCO) industry in Singapore and seeks to understand the relationships between brand equity with customer satisfaction and purchase intention. With reference to Aaker’s [1991] model, we conceptualised brand equity as a four dimensional construct comprising of: brand awareness, perceived quality, brand associations and brand loyalty. We also examined the effects of moderating variables (loyalty card and gender) on the relationships of brand equity dimensions with customer satisfaction and purchase intention. In addition, we developed a more comprehensive measure for perceived quality that encompasses both perceived product and service quality; and investigated whether brand loyalty alone is sufficient for measuring brand equity in this industry.
A preliminary interview with a focus group was conducted to determine consumers’ brand associations of generic GCO brands to develop our questionnaire and select the appropriate brands to focus on. Starbucks and The Coffee Connoisseur (TCC) were then chosen due to their high top-of-mind awareness. Subsequently, from our pilot study, we revised and improved the design of our final questionnaire.
For the analysis, we carried out reliability tests and ran several regression models to explore the relationships between the four dimensions of brand equity with customer satisfaction and purchase intention. Additionally, we used multiple regression models to investigate how the relationships between brand equity dimensions with customer satisfaction and purchase intention are moderated by loyalty card and gender. |
| first_indexed | 2024-10-01T04:37:29Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/43722 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:37:29Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/437222023-05-19T03:30:07Z Managing brand equity in the gourmet coffee outlet industry. Cheong, Candice Ee Chian. Lee, Julia Phui Yeng. Teow, Shi Jing. Benjamin Kartono Nanyang Business School DRNTU::Business::Marketing::Product management This paper examines the role of brand equity in the gourmet coffee outlet (GCO) industry in Singapore and seeks to understand the relationships between brand equity with customer satisfaction and purchase intention. With reference to Aaker’s [1991] model, we conceptualised brand equity as a four dimensional construct comprising of: brand awareness, perceived quality, brand associations and brand loyalty. We also examined the effects of moderating variables (loyalty card and gender) on the relationships of brand equity dimensions with customer satisfaction and purchase intention. In addition, we developed a more comprehensive measure for perceived quality that encompasses both perceived product and service quality; and investigated whether brand loyalty alone is sufficient for measuring brand equity in this industry. A preliminary interview with a focus group was conducted to determine consumers’ brand associations of generic GCO brands to develop our questionnaire and select the appropriate brands to focus on. Starbucks and The Coffee Connoisseur (TCC) were then chosen due to their high top-of-mind awareness. Subsequently, from our pilot study, we revised and improved the design of our final questionnaire. For the analysis, we carried out reliability tests and ran several regression models to explore the relationships between the four dimensions of brand equity with customer satisfaction and purchase intention. Additionally, we used multiple regression models to investigate how the relationships between brand equity dimensions with customer satisfaction and purchase intention are moderated by loyalty card and gender. BUSINESS 2011-04-21T03:32:37Z 2011-04-21T03:32:37Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/43722 en Nanyang Technological University 86 p. application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Product management Cheong, Candice Ee Chian. Lee, Julia Phui Yeng. Teow, Shi Jing. Managing brand equity in the gourmet coffee outlet industry. |
| title | Managing brand equity in the gourmet coffee outlet industry. |
| title_full | Managing brand equity in the gourmet coffee outlet industry. |
| title_fullStr | Managing brand equity in the gourmet coffee outlet industry. |
| title_full_unstemmed | Managing brand equity in the gourmet coffee outlet industry. |
| title_short | Managing brand equity in the gourmet coffee outlet industry. |
| title_sort | managing brand equity in the gourmet coffee outlet industry |
| topic | DRNTU::Business::Marketing::Product management |
| url | http://hdl.handle.net/10356/43722 |
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