Determinants of brand image and their impacts on purchase intention of grab
Today, Grab is the leader of ride-hailing platform and most of the drivers and passengers in Southeast Asia prefer to use Grab application. Therefore, this study aims to explore the impacts of electronic referral (e-Referral) and electronic word-of-mouth communication (e-WOM) on Grab brand image, as...
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Journal of Arts & Social Sciences
2018
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my.utm.822772019-11-20T03:52:56Z http://eprints.utm.my/id/eprint/82277/ Determinants of brand image and their impacts on purchase intention of grab Thoo, Ai Chin Lee, Yoke Lai Salimi, Nur Ain Nasyazwanie Huam, Hon Tat Sulaiman, Zuraidah HD28 Management. Industrial Management Today, Grab is the leader of ride-hailing platform and most of the drivers and passengers in Southeast Asia prefer to use Grab application. Therefore, this study aims to explore the impacts of electronic referral (e-Referral) and electronic word-of-mouth communication (e-WOM) on Grab brand image, as well as the effect of e-Referral, e-WOM and brand image on purchase intention of GrabCar. A sample of 95 respondents was selected for the data collection using convenience sampling technique. Questionnaire is the main instrument for data gathering and the data were analysed using Statistical Package for Social Science (SPSS). The results show that e-Referral and e-WOM are positively related to Grab brand image. E-WOM is the strongest predictor for Grab brand image. In addition, brand image has a significant and positive relationship with purchase intention. The findings of the study are significant to Grab to develop marketing strategies in order to attract more customers to use its digital platform for car sharing service. Also, the marketer of Grab should focus on e-WOM and e-Referral to increase its brand image and to position Grab brand in consumer’s mind as a good quality and reliable service. Journal of Arts & Social Sciences 2018 Article PeerReviewed Thoo, Ai Chin and Lee, Yoke Lai and Salimi, Nur Ain Nasyazwanie and Huam, Hon Tat and Sulaiman, Zuraidah (2018) Determinants of brand image and their impacts on purchase intention of grab. Journal of Arts & Social Sciences, 2 (1). pp. 26-36. ISSN 2590-4361 https://ruijass.com |
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HD28 Management. Industrial Management Thoo, Ai Chin Lee, Yoke Lai Salimi, Nur Ain Nasyazwanie Huam, Hon Tat Sulaiman, Zuraidah Determinants of brand image and their impacts on purchase intention of grab |
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Today, Grab is the leader of ride-hailing platform and most of the drivers and passengers in Southeast Asia prefer to use Grab application. Therefore, this study aims to explore the impacts of electronic referral (e-Referral) and electronic word-of-mouth communication (e-WOM) on Grab brand image, as well as the effect of e-Referral, e-WOM and brand image on purchase intention of GrabCar. A sample of 95 respondents was selected for the data collection using convenience sampling technique. Questionnaire is the main instrument for data gathering and the data were analysed using Statistical Package for Social Science (SPSS). The results show that e-Referral and e-WOM are positively related to Grab brand image. E-WOM is the strongest predictor for Grab brand image. In addition, brand image has a significant and positive relationship with purchase intention. The findings of the study are significant to Grab to develop marketing strategies in order to attract more customers to use its digital platform for car sharing service. Also, the marketer of Grab should focus on e-WOM and e-Referral to increase its brand image and to position Grab brand in consumer’s mind as a good quality and reliable service. |
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Article |
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Thoo, Ai Chin Lee, Yoke Lai Salimi, Nur Ain Nasyazwanie Huam, Hon Tat Sulaiman, Zuraidah |
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Thoo, Ai Chin Lee, Yoke Lai Salimi, Nur Ain Nasyazwanie Huam, Hon Tat Sulaiman, Zuraidah |
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Thoo, Ai Chin |
title |
Determinants of brand image and their impacts on purchase intention of grab |
title_short |
Determinants of brand image and their impacts on purchase intention of grab |
title_full |
Determinants of brand image and their impacts on purchase intention of grab |
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Determinants of brand image and their impacts on purchase intention of grab |
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Determinants of brand image and their impacts on purchase intention of grab |
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determinants of brand image and their impacts on purchase intention of grab |
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Journal of Arts & Social Sciences |
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2018 |
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http://eprints.utm.my/id/eprint/82277/ https://ruijass.com |
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1654960017505255424 |
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13.2014675 |