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http://studentrepo.iium.edu.my/handle/123456789/9640
Title: | Consumer-Based Brand Equity (CBBE), customer satisfaction and brand loyalty in Malaysian public universities | Authors: | Muhammad Hasbullah Hanif Tajuddin | Supervisor: | Wan Jamaliah Wan Jusoh, Ph.D | Subject: | Consumer's preferences Consumer satisfaction Customer loyalty Universities and colleges -- Malaysia |
Year: | 2019 | Publisher: | Kuala Lumpur : Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, 2019 | Abstract in English: | The objectives of this study are to examine the relationships between consumer-based brand equity and student satisfaction, student satisfaction, and brand loyalty, and the mediation role of student satisfaction in the relationship between customer-based brand equity and brand loyalty in four sampled Malaysian public universities. Using the consumer-based brand equity (CBBE) model as the main conceptual framework, the present study examined five predictor variables (namely physical quality, staff behaviour, ideal-self congruence, brand identification, and lifestyle-congruence) to explain customer satisfaction as a mediator variable and ultimately brand loyalty as a dependent variable. An analysis is conducted using the Partial Least Squares (PLS) method in SmartPLS 3.0 based on a sample of 300 respondents. The study found that three dimensions of CBBE have a significant positive relationship with customer satisfaction. The findings also show that customer satisfaction has an impact on brand loyalty. Customer satisfaction partially mediates the impacts of staff behaviour, ideal-self congruence, and brand identification on brand loyalty, while fully mediating the impacts of physical quality and lifestyle-congruence. Therefore, the findings lend support to H2, H3, H4, H6, H7b, H7c, and H7d, whereas, H1, H5, H7a and H7e are not supported. | Degree Level: | Master | Call Number: | t HF 5415.3 M9523C 2019 | Kullliyah: | Kulliyyah of Economics and Management Sciences | Programme: | Master of Science (Marketing) | URI: | http://studentrepo.iium.edu.my/handle/123456789/9640 |
Appears in Collections: | KENMS Thesis |
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t11100417559MuhammadHasbullahHanifBinTajuddin_SEC_24.pdf | 24 pages file | 989.5 kB | Adobe PDF | View/Open |
t11100417559MuhammadHasbullahHanifBinTajuddin_SEC.pdf Restricted Access | Full text secured file | 2.07 MB | Adobe PDF | View/Open Request a copy |
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