Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan

This study has focused on the issues in buying behavior of consumers toward the fashion clothing brands, as in Malaysian society, the fashion clothing brands are facing very hard time. Many fashion clothing brands have ended up their business and closed their shops. Hence, this study has emphasized...

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主要作者: Ur Rehman, Fazal
格式: Thesis
語言:English
English
English
出版: 2019
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http://eprints.uthm.edu.my/62/3/FAZAL%20UR%20RAHMAN%20WATERMARK.pdf
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spelling my.uthm.eprints.622021-06-22T03:41:38Z http://eprints.uthm.edu.my/62/ Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan Ur Rehman, Fazal HF Commerce This study has focused on the issues in buying behavior of consumers toward the fashion clothing brands, as in Malaysian society, the fashion clothing brands are facing very hard time. Many fashion clothing brands have ended up their business and closed their shops. Hence, this study has emphasized on determining the right information, issues, gap of knowledge by evaluating the influence of social advertising, individual factors and brand image on the buying behavior of consumers along with the mediating role of brand image towards the fashion clothing brands based on the theory of reasoned action and technology of acceptance model. The theory of reasoned action and TAM model were selected due to the suitability of theoretical consideration. This study has collected data through questionnaires based survey from the consumers of fashion clothing brands in the State Johor and the Wilayah Persekutuan in Malaysia. This study has selected a sample size of 129 respondents based on G-Power and applied convenience-sampling technique to collect data through mall intercepts approach. Initially, a pilot study was conducted to ensure the accuracy and reliability of questionnaire and then progressed towards main study. The collected data have analyzed using SPSS and structural equation modeling through smart partial least square. The findings have revealed a positive significant relationship of social advertising, individual factors, and brand image with the buying behavior of consumers toward the fashion clothing brands in the State Johor and Wilayah Persekutuan at Malaysia. The findings have also revealed a positive significant relationship of social advertising and individual factors with the brand image among consumers. In addition, the results have shown that brand image mediates the relationship between social advertising, individual factors and the buying behavior of consumers. The results of this study have interesting implications for marketing research. Firm can better understand the market trend and consumers buying behavior by developing two ways communication. Firm can also stabilize their consumers and build the brand image using social advertising, and can enhance their marketing intelligence by using these factors. 2019-09 Thesis NonPeerReviewed text en http://eprints.uthm.edu.my/62/1/24p%20FAZAL%20UR%20RAHMAN.pdf text en http://eprints.uthm.edu.my/62/2/FAZAL%20UR%20REHMAN%20COPYRIGHT%20DECLARATION.pdf text en http://eprints.uthm.edu.my/62/3/FAZAL%20UR%20RAHMAN%20WATERMARK.pdf Ur Rehman, Fazal (2019) Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan. Doctoral thesis, Universiti Tun Hussein Onn Malaysia.
institution Universiti Tun Hussein Onn Malaysia
building UTHM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tun Hussein Onn Malaysia
content_source UTHM Institutional Repository
url_provider http://eprints.uthm.edu.my/
language English
English
English
topic HF Commerce
spellingShingle HF Commerce
Ur Rehman, Fazal
Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan
description This study has focused on the issues in buying behavior of consumers toward the fashion clothing brands, as in Malaysian society, the fashion clothing brands are facing very hard time. Many fashion clothing brands have ended up their business and closed their shops. Hence, this study has emphasized on determining the right information, issues, gap of knowledge by evaluating the influence of social advertising, individual factors and brand image on the buying behavior of consumers along with the mediating role of brand image towards the fashion clothing brands based on the theory of reasoned action and technology of acceptance model. The theory of reasoned action and TAM model were selected due to the suitability of theoretical consideration. This study has collected data through questionnaires based survey from the consumers of fashion clothing brands in the State Johor and the Wilayah Persekutuan in Malaysia. This study has selected a sample size of 129 respondents based on G-Power and applied convenience-sampling technique to collect data through mall intercepts approach. Initially, a pilot study was conducted to ensure the accuracy and reliability of questionnaire and then progressed towards main study. The collected data have analyzed using SPSS and structural equation modeling through smart partial least square. The findings have revealed a positive significant relationship of social advertising, individual factors, and brand image with the buying behavior of consumers toward the fashion clothing brands in the State Johor and Wilayah Persekutuan at Malaysia. The findings have also revealed a positive significant relationship of social advertising and individual factors with the brand image among consumers. In addition, the results have shown that brand image mediates the relationship between social advertising, individual factors and the buying behavior of consumers. The results of this study have interesting implications for marketing research. Firm can better understand the market trend and consumers buying behavior by developing two ways communication. Firm can also stabilize their consumers and build the brand image using social advertising, and can enhance their marketing intelligence by using these factors.
format Thesis
author Ur Rehman, Fazal
author_facet Ur Rehman, Fazal
author_sort Ur Rehman, Fazal
title Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan
title_short Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan
title_full Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan
title_fullStr Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan
title_full_unstemmed Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan
title_sort factors influencing buying behavior of fashion clothing brands in johor and wilayah persekutuan
publishDate 2019
url http://eprints.uthm.edu.my/62/1/24p%20FAZAL%20UR%20RAHMAN.pdf
http://eprints.uthm.edu.my/62/2/FAZAL%20UR%20REHMAN%20COPYRIGHT%20DECLARATION.pdf
http://eprints.uthm.edu.my/62/3/FAZAL%20UR%20RAHMAN%20WATERMARK.pdf
http://eprints.uthm.edu.my/62/
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