The effect of brand image and brand personality towards satisfaction and loyalty intention in the context Sabah beverage product

• Main Author: Chang, Augustina Mei Xin
• Format: Thesis
• Language: English; English
• Published: 2016
• Subjects: TX642-840 Cooking
• Online Access: https://eprints.ums.edu.my/id/eprint/38778/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38778/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38778/

The purpose of this study is to study the effect of brand image and brand personality on satisfaction and loyalty intention in the context of Sabah beverage product. The study also examines the mediating effects of satisfaction between brand image and loyalty intention as well as between brand personality and loyalty intention. In this study, the dimensions of brand image consist of three dimension attributes (e.g. quality, uniqueness and brand origin). A total of 293 set of questionnaires were used for the statistical data requirement. The statistical method adopted in this study is by using the SmartPLS software version 2.0. Bootstrapping is conducted and from the statistical data that collected show there is partial mediating effect between brand image and loyalty intention and brand personality and loyalty intention. SmartPLS is used to assess the convergent validity, discriminant validity, cross loading and hypothesis testing in matter to examine and justify the findings for this study. This research conducted is applied to a more specific to investigate the relationship between brand image and brand personality towards satisfaction and loyalty intention. The findings of the study also showed no mediating effect between uniqueness and loyalty intention whereas quality and brand origin were mediated by satisfaction towards loyalty intention of consumers. As for brand personality, excitement and ruggedness showed no mediating effect of satisfaction towards loyalty intention while sincerity, competence and sophistication had mediation relationship. Limitation of the study, implication of the study and future research are also included in this study.