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Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza

This research paper explains the study of determinants affecting selected Malaysia millennial preferences towards international brands. The determinants that are brand innovation, brand trust and brand loyalty a well-documented in the literature. The study explains the millennial preferences towards...

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Main Author: Mortadza, Muhammad Abdullah
Format: Student Project
Language:English
Published: Faculty of Business Management 2017
Online Access:http://ir.uitm.edu.my/id/eprint/18476/2/PPb_MUHAMMAD%20ABDULLAH%20MORTADZA%20BM%2017_5.pdf
http://ir.uitm.edu.my/id/eprint/18476/
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spelling my.uitm.ir.184762019-04-16T07:23:21Z http://ir.uitm.edu.my/id/eprint/18476/ Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza Mortadza, Muhammad Abdullah This research paper explains the study of determinants affecting selected Malaysia millennial preferences towards international brands. The determinants that are brand innovation, brand trust and brand loyalty a well-documented in the literature. The study explains the millennial preferences towards international brands in the scope of gadgets such as smartphone, laptop and tablets where millennial have interest in this type of technology. A survey was conduct on a sample of 155 International Business degree students of UiTM Kampus Bandaraya Melaka. The findings show that the brand innovation and brand trust significantly influences millennial preferences towards international brands. Therefore the present study is to determine the relationship between independent variable that is brand innovation, brand trust, brand loyalty and dependent variable that is millennial preferences towards international brand. The data of the study were collected using questionnaire and by using SPPS software program. The findings shows that brand innovation and brand trust has a positive impact affecting millennial preferences towards international brands where else brand loyalty is not significant influence the dependent variable. Faculty of Business Management 2017 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/18476/2/PPb_MUHAMMAD%20ABDULLAH%20MORTADZA%20BM%2017_5.pdf Mortadza, Muhammad Abdullah (2017) Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
description This research paper explains the study of determinants affecting selected Malaysia millennial preferences towards international brands. The determinants that are brand innovation, brand trust and brand loyalty a well-documented in the literature. The study explains the millennial preferences towards international brands in the scope of gadgets such as smartphone, laptop and tablets where millennial have interest in this type of technology. A survey was conduct on a sample of 155 International Business degree students of UiTM Kampus Bandaraya Melaka. The findings show that the brand innovation and brand trust significantly influences millennial preferences towards international brands. Therefore the present study is to determine the relationship between independent variable that is brand innovation, brand trust, brand loyalty and dependent variable that is millennial preferences towards international brand. The data of the study were collected using questionnaire and by using SPPS software program. The findings shows that brand innovation and brand trust has a positive impact affecting millennial preferences towards international brands where else brand loyalty is not significant influence the dependent variable.
format Student Project
author Mortadza, Muhammad Abdullah
spellingShingle Mortadza, Muhammad Abdullah
Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza
author_facet Mortadza, Muhammad Abdullah
author_sort Mortadza, Muhammad Abdullah
title Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza
title_short Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza
title_full Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza
title_fullStr Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza
title_full_unstemmed Determinants affecting the preferences of selected Malaysian millennial towards international brands / Muhammad Abdullah Mortadza
title_sort determinants affecting the preferences of selected malaysian millennial towards international brands / muhammad abdullah mortadza
publisher Faculty of Business Management
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/18476/2/PPb_MUHAMMAD%20ABDULLAH%20MORTADZA%20BM%2017_5.pdf
http://ir.uitm.edu.my/id/eprint/18476/
_version_ 1685649089330413568
score 13.211869

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