Brand personality, brand loyalty and brand quality rating in the contact lens perspective
Contact lenses provide the best visual ergonomics after eye glasses. More than 5 million Malaysians wear some type of contact lenses and many of these individuals take into consideration the brand that is associated with the product. This paper seeks to determine the interrelationship between brand...
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| Format: | Article |
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Society of Interdisciplinary Business Research
2014
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| _version_ | 1796860751330148352 |
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| author | Yeoh, Jo Ling Md. Ariff, Mohd. Shoki Mohmad Zakwan @ Zakuan, Norhayati Mohd. Tajudin, Muhammad Naquib Ishak, Nawawi Ismail, Khalid |
| author_facet | Yeoh, Jo Ling Md. Ariff, Mohd. Shoki Mohmad Zakwan @ Zakuan, Norhayati Mohd. Tajudin, Muhammad Naquib Ishak, Nawawi Ismail, Khalid |
| author_sort | Yeoh, Jo Ling |
| collection | ePrints |
| description | Contact lenses provide the best visual ergonomics after eye glasses. More than 5 million Malaysians wear some type of contact lenses and many of these individuals take into consideration the brand that is associated with the product. This paper seeks to determine the interrelationship between brand personality, brand loyalty and brand quality ratings in the contact lenses perspective. The measurement of brand personality was based on Aaker’s Brand Personality Scale, attitudinal and behavioural loyalties were used to measure brand loyalty and a scale was used to determine brand quality rating based on the work of Sethuraman and Cole. The primary data was gathered from 238 management students in a Malaysian public university using stratified random sampling method. The result indicated that the most important brand personality dimension associated with the contact lens was competence/modernity. It was found thatSincerity, Excitement, and Competence/Modernity of brand personality significantly affects brand loyalty. Competence/modernity and sincerity of brand personality were found to have significant effect on brand quality rating. The significant means differences were observed in the brand personality according to users, non- users and users of other brands of the contact lens. Implication of the findings were highlighted and discussed based on the research findings. |
| first_indexed | 2024-03-05T19:45:58Z |
| format | Article |
| id | utm.eprints-59640 |
| institution | Universiti Teknologi Malaysia - ePrints |
| last_indexed | 2024-03-05T19:45:58Z |
| publishDate | 2014 |
| publisher | Society of Interdisciplinary Business Research |
| record_format | dspace |
| spelling | utm.eprints-596402022-04-24T03:55:14Z http://eprints.utm.my/59640/ Brand personality, brand loyalty and brand quality rating in the contact lens perspective Yeoh, Jo Ling Md. Ariff, Mohd. Shoki Mohmad Zakwan @ Zakuan, Norhayati Mohd. Tajudin, Muhammad Naquib Ishak, Nawawi Ismail, Khalid HD28 Management. Industrial Management Contact lenses provide the best visual ergonomics after eye glasses. More than 5 million Malaysians wear some type of contact lenses and many of these individuals take into consideration the brand that is associated with the product. This paper seeks to determine the interrelationship between brand personality, brand loyalty and brand quality ratings in the contact lenses perspective. The measurement of brand personality was based on Aaker’s Brand Personality Scale, attitudinal and behavioural loyalties were used to measure brand loyalty and a scale was used to determine brand quality rating based on the work of Sethuraman and Cole. The primary data was gathered from 238 management students in a Malaysian public university using stratified random sampling method. The result indicated that the most important brand personality dimension associated with the contact lens was competence/modernity. It was found thatSincerity, Excitement, and Competence/Modernity of brand personality significantly affects brand loyalty. Competence/modernity and sincerity of brand personality were found to have significant effect on brand quality rating. The significant means differences were observed in the brand personality according to users, non- users and users of other brands of the contact lens. Implication of the findings were highlighted and discussed based on the research findings. Society of Interdisciplinary Business Research 2014 Article PeerReviewed Yeoh, Jo Ling and Md. Ariff, Mohd. Shoki and Mohmad Zakwan @ Zakuan, Norhayati and Mohd. Tajudin, Muhammad Naquib and Ishak, Nawawi and Ismail, Khalid (2014) Brand personality, brand loyalty and brand quality rating in the contact lens perspective. Review Of Integrative Business And Economics Research(Riber), 3 (2). pp. 433-448. ISSN 2304-1013 |
| spellingShingle | HD28 Management. Industrial Management Yeoh, Jo Ling Md. Ariff, Mohd. Shoki Mohmad Zakwan @ Zakuan, Norhayati Mohd. Tajudin, Muhammad Naquib Ishak, Nawawi Ismail, Khalid Brand personality, brand loyalty and brand quality rating in the contact lens perspective |
| title | Brand personality, brand loyalty and brand quality rating in the contact lens perspective |
| title_full | Brand personality, brand loyalty and brand quality rating in the contact lens perspective |
| title_fullStr | Brand personality, brand loyalty and brand quality rating in the contact lens perspective |
| title_full_unstemmed | Brand personality, brand loyalty and brand quality rating in the contact lens perspective |
| title_short | Brand personality, brand loyalty and brand quality rating in the contact lens perspective |
| title_sort | brand personality brand loyalty and brand quality rating in the contact lens perspective |
| topic | HD28 Management. Industrial Management |
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