The influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee manufacturing industry
The general goal of this study is to examine the influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee industry in Kota Kinabalu, Sabah. Questionnaires were distributed among 150 respondents by using online survey, snow-ball method, an...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2012
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/6132/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/6132/2/FULLTEXT.pdf |
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| Summary: | The general goal of this study is to examine the influence of brand image towards overall satisfaction and loyalty intention in the context of local caramelized coffee industry in Kota Kinabalu, Sabah. Questionnaires were distributed among 150 respondents by using online survey, snow-ball method, and randomly approach. However, only 102 questionnaires were found useful. SPSS 16.0 was implemented to analysis data collected as well as to test the four hypothesizes in this study. In this study, loyalty intention served as dependent variable where brand image benefits served as independent variable. Overall satisfaction served as both independent variable and mediator in this study. The result proved that overall satisfaction has impacting loyalty intention in the local caramelized coffee industry. Only two brand image benefits, which are Functional Benefits and Experiential Benefits, are found to possess significant influences on overall satisfaction and loyalty intention. Also, this study proved that overall satisfaction possessed mediation effect between brand image benefits and loyalty intention. |
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