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Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling

This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At t...

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Main Authors: Fhidzon, Mohammad Raffi, Masling, Muhammad Mawardi
Format: Thesis
Language:English
Published: 2019
Subjects:
Branding (Marketing)
Market segmentation. Target marketing
Online Access:https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf
https://ir.uitm.edu.my/id/eprint/31359/
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spelling my.uitm.ir.313592022-03-07T04:59:02Z https://ir.uitm.edu.my/id/eprint/31359/ Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling Fhidzon, Mohammad Raffi Masling, Muhammad Mawardi Branding (Marketing) Market segmentation. Target marketing This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At the same time, this study also focuses on determining the strengths, weaknesses, opportunities and threats faced by Milo brand. Furthermore, strategies that can improve Milo in terms of brand personality for Milo to enhance customers brand loyalty are proposed. The quantitative research is conducted to assess the correlation between the dependent and all the independent variables. The population for this study are consumers of Milo in Petaling Jaya, who are regular customers of this brand. In conducting this study, the sampling technique used is convenience sampling where the most accessible customers are chosen as the subject. Research design involves distributing questionnaire to 100 consumers of Milo product. Our analysis finds that the ANOVA result supported the research hypotheses. Nevertheless, result for the regression analysis of coefficient which is used to test the relationship between brand loyalty and sincerity, excitement, competence, sophistication and ruggedness indicate the strongest influence of competence, sincerity and sophistication of the brand. Thus, based on the outcome of study, sincerity, competence and sophistication are the main brand personalities which can contribute to successful loyalty towards Milo brand. 2019-07 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf ID31359 Fhidzon, Mohammad Raffi and Masling, Muhammad Mawardi (2019) Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling. Masters thesis, thesis, Universiti Teknologi MARA Shah Alam.
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
topic Branding (Marketing)
Market segmentation. Target marketing
spellingShingle Branding (Marketing)
Market segmentation. Target marketing
Fhidzon, Mohammad Raffi
Masling, Muhammad Mawardi
Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
description This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At the same time, this study also focuses on determining the strengths, weaknesses, opportunities and threats faced by Milo brand. Furthermore, strategies that can improve Milo in terms of brand personality for Milo to enhance customers brand loyalty are proposed. The quantitative research is conducted to assess the correlation between the dependent and all the independent variables. The population for this study are consumers of Milo in Petaling Jaya, who are regular customers of this brand. In conducting this study, the sampling technique used is convenience sampling where the most accessible customers are chosen as the subject. Research design involves distributing questionnaire to 100 consumers of Milo product. Our analysis finds that the ANOVA result supported the research hypotheses. Nevertheless, result for the regression analysis of coefficient which is used to test the relationship between brand loyalty and sincerity, excitement, competence, sophistication and ruggedness indicate the strongest influence of competence, sincerity and sophistication of the brand. Thus, based on the outcome of study, sincerity, competence and sophistication are the main brand personalities which can contribute to successful loyalty towards Milo brand.
format Thesis
author Fhidzon, Mohammad Raffi
Masling, Muhammad Mawardi
author_facet Fhidzon, Mohammad Raffi
Masling, Muhammad Mawardi
author_sort Fhidzon, Mohammad Raffi
title Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_short Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_full Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_fullStr Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_full_unstemmed Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling
title_sort evaluating brand personality of milo towards customers’ brand loyalty / mohammad raffi fhidzon and muhammad mawardi masling
publishDate 2019
url https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf
https://ir.uitm.edu.my/id/eprint/31359/
_version_ 1726795645682974720
score 13.211869

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