An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective

The purpose of this study is to evaluate the outcomes of brand equity on consumer responses by investigating the effects of the overall brand equity on consumer willingness to pay price premium, attitude towards brand extension, brand preference, purchase intention and how brand equity can lead to...

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Main Author:	Aminu, Suleiman Garba
Format:	Thesis
Language:	eng eng
Published:	2016
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/5928/1/s817535_01.pdf https://etd.uum.edu.my/5928/2/s817535_02.pdf
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id	my-uum-etd.5928
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ahmad, Norzieiriani
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Aminu, Suleiman Garba An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective
description	The purpose of this study is to evaluate the outcomes of brand equity on consumer responses by investigating the effects of the overall brand equity on consumer willingness to pay price premium, attitude towards brand extension, brand preference, purchase intention and how brand equity can lead to reduction in the cost of searching information by consumers. Using the automobile product category in Malaysia as stimuli, cross-sectional survey data were collected and analyzed using partial least square structural equation modeling technique. Result showed that brand equity plays a significant role in firms by creating and developing additional value to organisations and their products. A causal relationship among the antecedents of brand equity was also established. Among the antecedents of brand equity, brand loyalty was found to be the dominant driver of overall brand equity while perceived quality’s influence on overall brand equity was not supported by the result of the hypotheses. Moreover, the effect of brand equity on consumer responses was substantiated and found to be positive. The study used a single high involving product category. Future studies should use product categories with short consumption length and high purchase frequency. Findings of this study provide more insight to managers on how to manage brand equity. Outcomes of brand equity can be used to measure the performance of brand in the market. The study also provides additional clarification to the existing literature on the need for managers to develop a post-brand equity marketing strategy in order to achieve sustainable competitive advantage.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Aminu, Suleiman Garba
author_facet	Aminu, Suleiman Garba
author_sort	Aminu, Suleiman Garba
title	An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective
title_short	An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective
title_full	An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective
title_fullStr	An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective
title_full_unstemmed	An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective
title_sort	evaluation of the effects of brand equity on consumer responses: empirical evidence on malaysian perspective
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2016
url	https://etd.uum.edu.my/5928/1/s817535_01.pdf https://etd.uum.edu.my/5928/2/s817535_02.pdf
_version_	1747827993508577280
spelling	my-uum-etd.59282021-04-05T01:57:02Z An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective 2016 Aminu, Suleiman Garba Ahmad, Norzieiriani School of Business Management Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. The purpose of this study is to evaluate the outcomes of brand equity on consumer responses by investigating the effects of the overall brand equity on consumer willingness to pay price premium, attitude towards brand extension, brand preference, purchase intention and how brand equity can lead to reduction in the cost of searching information by consumers. Using the automobile product category in Malaysia as stimuli, cross-sectional survey data were collected and analyzed using partial least square structural equation modeling technique. Result showed that brand equity plays a significant role in firms by creating and developing additional value to organisations and their products. A causal relationship among the antecedents of brand equity was also established. Among the antecedents of brand equity, brand loyalty was found to be the dominant driver of overall brand equity while perceived quality’s influence on overall brand equity was not supported by the result of the hypotheses. Moreover, the effect of brand equity on consumer responses was substantiated and found to be positive. The study used a single high involving product category. Future studies should use product categories with short consumption length and high purchase frequency. Findings of this study provide more insight to managers on how to manage brand equity. Outcomes of brand equity can be used to measure the performance of brand in the market. 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An evaluation of the effects of brand equity on consumer responses: Empirical evidence on Malaysian perspective

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