An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization env...
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| Format: | Thesis |
| Language: | English |
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2014
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| Online Access: | http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf |
| _version_ | 1797011192284184576 |
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| author | Ooi, Seow Chin |
| author_facet | Ooi, Seow Chin |
| author_sort | Ooi, Seow Chin |
| collection | USM |
| description | Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization environment, hoteliers facing stiff competition to attract more visitors for both local and foreign travelers with their limited resources. To stay sustainability, brand equity plays an important role for marketer on market positioning. Thus, Aaker’s Brand Equity Model is adopted in this study to examine the impact of brand awareness, brand loyalty, brand associations, perceived quality and brand image as independent variable to brand equity and the influence of brand equity on Malaysian consumer purchase intention towards hotel accommodations. |
| first_indexed | 2024-03-06T15:30:44Z |
| format | Thesis |
| id | usm.eprints-44472 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:30:44Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | usm.eprints-444722019-05-31T01:04:09Z http://eprints.usm.my/44472/ An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation Ooi, Seow Chin HF5001-6182 Business Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization environment, hoteliers facing stiff competition to attract more visitors for both local and foreign travelers with their limited resources. To stay sustainability, brand equity plays an important role for marketer on market positioning. Thus, Aaker’s Brand Equity Model is adopted in this study to examine the impact of brand awareness, brand loyalty, brand associations, perceived quality and brand image as independent variable to brand equity and the influence of brand equity on Malaysian consumer purchase intention towards hotel accommodations. 2014 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf Ooi, Seow Chin (2014) An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation. Masters thesis, Universiti Sains Malaysia. |
| spellingShingle | HF5001-6182 Business Ooi, Seow Chin An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| title | An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| title_full | An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| title_fullStr | An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| title_full_unstemmed | An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| title_short | An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| title_sort | exploratory study of brand equity and malaysian consumer purchase intention towards hotel accommodation |
| topic | HF5001-6182 Business |
| url | http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf |
| work_keys_str_mv | AT ooiseowchin anexploratorystudyofbrandequityandmalaysianconsumerpurchaseintentiontowardshotelaccommodation AT ooiseowchin exploratorystudyofbrandequityandmalaysianconsumerpurchaseintentiontowardshotelaccommodation |