The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers

The purpose of this research is to examine the effect of brand name elements and brand preferences. This study would also like to examine the effect of brand experience towards chocolate malt drink brand preferences. Finally, the study also examines the mediating effect of brand experience on the re...

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Main Author:	Bakar, Norzehan Abu
Format:	Thesis
Language:	English
Published:	2019
Subjects:	HD28-70 Management Industrial Management
Online Access:	http://eprints.usm.my/46608/1/FULL%20THESIS%20by%20NOR%20ZEHAN24.pdf
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id	my-usm-ep.46608
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spelling	my-usm-ep.466082020-06-24T07:38:03Z The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers 2019-06 Bakar, Norzehan Abu HD28-70 Management. Industrial Management The purpose of this research is to examine the effect of brand name elements and brand preferences. This study would also like to examine the effect of brand experience towards chocolate malt drink brand preferences. Finally, the study also examines the mediating effect of brand experience on the relationship between brand name elements, and brand preferences. The Generation Y who had experienced in consuming chocolate malt drink were participants in this study. Data from 430 young consumers residing and/or working in Klang Valley were used for the statistical analysis using convenience sampling approach. Multiple regression analyses were employed to test the relationships between brand name elements comprising of brand name linguistic, brand logo, package design, health claims; and brand preferences. The results show that brand name linguistic, brand logo, package design, and health claims influences brand preferences. The findings also found that brand logo, package design, and health claims also influence brand experience but not brand name linguistic. Brand experience was too, found to influence brand preferences. The hierarchical regression analysis results show that brand experience mediates the relationship between brand logo, health claims, package design and brand preferences. However, brand experience was found not to mediate the relationship between brand name linguistic and brand preferences. Limitations of the study include the limited sample measured i.e. Generation Y staying in Klang Valley. 2019-06 Thesis http://eprints.usm.my/46608/ http://eprints.usm.my/46608/1/FULL%20THESIS%20by%20NOR%20ZEHAN24.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Pengurusan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Bakar, Norzehan Abu The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
description	The purpose of this research is to examine the effect of brand name elements and brand preferences. This study would also like to examine the effect of brand experience towards chocolate malt drink brand preferences. Finally, the study also examines the mediating effect of brand experience on the relationship between brand name elements, and brand preferences. The Generation Y who had experienced in consuming chocolate malt drink were participants in this study. Data from 430 young consumers residing and/or working in Klang Valley were used for the statistical analysis using convenience sampling approach. Multiple regression analyses were employed to test the relationships between brand name elements comprising of brand name linguistic, brand logo, package design, health claims; and brand preferences. The results show that brand name linguistic, brand logo, package design, and health claims influences brand preferences. The findings also found that brand logo, package design, and health claims also influence brand experience but not brand name linguistic. Brand experience was too, found to influence brand preferences. The hierarchical regression analysis results show that brand experience mediates the relationship between brand logo, health claims, package design and brand preferences. However, brand experience was found not to mediate the relationship between brand name linguistic and brand preferences. Limitations of the study include the limited sample measured i.e. Generation Y staying in Klang Valley.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Bakar, Norzehan Abu
author_facet	Bakar, Norzehan Abu
author_sort	Bakar, Norzehan Abu
title	The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
title_short	The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
title_full	The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
title_fullStr	The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
title_full_unstemmed	The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
title_sort	influence of brand name elements and brand experience on chocolate malt drink brand preferences among gen y consumers
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Pengurusan
publishDate	2019
url	http://eprints.usm.my/46608/1/FULL%20THESIS%20by%20NOR%20ZEHAN24.pdf
_version_	1747821695737004032

The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers

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