The relationship between brand personality brand attitude and customers purchase intention towards facial skincare products in the case of Kota Kinabalu, Sabah

• Main Author: Jessie James Sham
• Format: Thesis
• Language: English; English
• Published: 2012
• Subjects: HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/38573/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38573/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38573/

The aim of this study is to determine the relationship between brand personality, brand attitude and purchase intention towards facial skin care products in Kota Kinabalu, Sabah. Brand Personality is the independent variable, brand attitude acts as the mediator and purchase intention is the dependent variable. This study adapted Aaker's (1997) brand personality dimension which consist of 1) Sincerity, 2) Excitement, 3) Competence, 4) Sophistication and 5) Ruggedness. Data were collected from 280 female respondents in prominent spots such as shopping mall and Starbucks around Kata Kinabalu area who used and purchased facial skin care products and were 18 years old and above. SPSS 19 was used to analyze 280 respondents' data and factor analysis on brand personality produced four factors: 1) Excitement, 2) Competence, 3) Sophistication and 4) Ruggedness. The dimension sincerity was removed from Aaker's (1997) original brand personality dimension. Multiple linear regression results implied that there are significant relationships between brand personality, brand attitude and purchase intention. Brand attitude as the mediator revealed that there is significant mediation effect between the relationship of brand personality and purchase intention. Brand attitude has full mediation effect on the relationship between competence and purchase intention while on the relationships between ruggedness and purchase intention, brand attitude act as a partial mediator. Through these tests, the results apparently revealed that brand personality's dimension of competence and ruggedness had positive significant impact on both purchase intention and brand attitude. Thus, marketers should emphasize on these traits to be applied to their brands especially in the facial skin care product market background to appear favourable to consumers. Limitations of the study are also noted. Further study is recommended by examining one type of facial skin care product category; for example, facial wash, moisturizers or facial masks because each of these product categories has distinctive characteristics.