Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia

The purpose of the paper is to investigate the relationships between brand awareness, brand image, perceived quality, promotion and brand loyalty. Consumers in the Northern Region of Peninsular Malaysia’s retail petroleum market were chosen as respondents for this study. A total of 400 questionnaire...

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Main Author:	Koh, Shu How
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/9253/1/s820167_01.pdf https://etd.uum.edu.my/9253/2/s820167_02.pdf https://etd.uum.edu.my/9253/3/s820167_references.docx
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id	my-uum-etd.9253
record_format	uketd_dc
spelling	my-uum-etd.92532023-10-18T08:17:21Z Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia 2020 Koh, Shu How Abdul Rahman, Maria Othman Yeop Abdullah Graduate School of Business School of Business Management HF5001-6182 Business The purpose of the paper is to investigate the relationships between brand awareness, brand image, perceived quality, promotion and brand loyalty. Consumers in the Northern Region of Peninsular Malaysia’s retail petroleum market were chosen as respondents for this study. A total of 400 questionnaires were distributed to the respondents and 364 of them were collected and usable. Correlation and multiple regression analysis were chosen as the data analysis methods. The finding of this research signified that all independent variables (brand awareness, brand image, perceived quality and promotion) are having significant positive relationships with consumers‟ brand loyalty, where R2 = 0.886, and this indicate that these independent variables explain 88.6% of the variability of the dependent variable. In conclusion, the finding of this study suggests that all petrol brands should consistently improve their brand awareness, brand image, product and service quality and at the same time deliver effective promotional measures to increase customers’ brand loyalty. 2020 Thesis https://etd.uum.edu.my/9253/ https://etd.uum.edu.my/9253/1/s820167_01.pdf text eng public https://etd.uum.edu.my/9253/2/s820167_02.pdf text eng public https://etd.uum.edu.my/9253/3/s820167_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Abdul Rahman, Maria
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Koh, Shu How Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia
description	The purpose of the paper is to investigate the relationships between brand awareness, brand image, perceived quality, promotion and brand loyalty. Consumers in the Northern Region of Peninsular Malaysia’s retail petroleum market were chosen as respondents for this study. A total of 400 questionnaires were distributed to the respondents and 364 of them were collected and usable. Correlation and multiple regression analysis were chosen as the data analysis methods. The finding of this research signified that all independent variables (brand awareness, brand image, perceived quality and promotion) are having significant positive relationships with consumers‟ brand loyalty, where R2 = 0.886, and this indicate that these independent variables explain 88.6% of the variability of the dependent variable. In conclusion, the finding of this study suggests that all petrol brands should consistently improve their brand awareness, brand image, product and service quality and at the same time deliver effective promotional measures to increase customers’ brand loyalty.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Koh, Shu How
author_facet	Koh, Shu How
author_sort	Koh, Shu How
title	Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia
title_short	Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia
title_full	Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia
title_fullStr	Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia
title_full_unstemmed	Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia
title_sort	predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular malaysia
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2020
url	https://etd.uum.edu.my/9253/1/s820167_01.pdf https://etd.uum.edu.my/9253/2/s820167_02.pdf https://etd.uum.edu.my/9253/3/s820167_references.docx
_version_	1783729388098945024

Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia

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