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Factors affecting brand loyalty : a study of palm cooking oil in Malaysia

The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. Studies rela...

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Main Author: Shaban, Omar Kassim A.
Format: Thesis
Language:English
Published: 2018
Subjects:
H Social Sciences (General)
Online Access:http://umpir.ump.edu.my/id/eprint/23424/1/Factors%20affecting%20brand%20loyalty%20-%20a%20study%20of%20palm%20cooking%20oil%20in%20Malaysia.pdf
http://umpir.ump.edu.my/id/eprint/23424/
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spelling my.ump.umpir.234242021-11-10T02:28:46Z http://umpir.ump.edu.my/id/eprint/23424/ Factors affecting brand loyalty : a study of palm cooking oil in Malaysia Shaban, Omar Kassim A. H Social Sciences (General) The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. Studies related to palm oil were mainly from the perspective of health and price. Very few studies have explored the brand loyalty of palm cooking oil. Hence, the primary purpose of this study is to investigate the antecedents of the brand loyalty of palm cooking oil, and enhance the loyalty to palm cooking oil products among its user in Malaysia. A comprehensive framework of palm oil brand loyalty was established based on the Theory of planned behaviour (TPB), Technology Acceptance Model (TAM), Porter Five Forces (PFF), and the Service Quality Model (SQM). A systematic sampling technique was deployed to collect data from the 314 consumers of palm cooking oil in the Klang Valley, Malaysia. Both the Statistical Package for the Social Sciences (SPSS) and AMOS as embedded in structural equation model (SEM) were applied. Confirmatory factor analysis, measurement model and structural model were conducted to test the hypothesis of this study. The results show that: i) perceived usefulness, product quality, product experience, brand commitment and brand awareness had positive effects on attitude and hence behavioural intention; ii) this study also found to have a positive effect on brand loyalty hypotheses. Trust and satisfaction partially mediate the effects of attitude on intention. That is, when consumers of palm oil brand in Malaysia have positive trust and feel satisfied, they will have a positive attitude that will have a positive effect on behavioural intention. iii) The effect of subjective norm on attitude was affected by the moderating effects of the switching cost. The contributions of the study are: i) this study is significant because it contributes to the existing literature by focusing on the factors that affect brand loyalty of palm oil from the customer perspective and the brand perspective; ii) it is important to provide the scientific guidance which helps the decision-makers to understand various implication of brand loyalty of palm oil brand in Malaysia; iii) the study findings could serve as an important basis for researchers and the palm oil industry to understand purchasers’ behavioural intentions and attitude to further formulate strategies to improve the brand loyalty of palm oil. 2018-08 Thesis NonPeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/23424/1/Factors%20affecting%20brand%20loyalty%20-%20a%20study%20of%20palm%20cooking%20oil%20in%20Malaysia.pdf Shaban, Omar Kassim A. (2018) Factors affecting brand loyalty : a study of palm cooking oil in Malaysia. PhD thesis, Universiti Malaysia Pahang.
institution Universiti Malaysia Pahang
building UMP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Pahang
content_source UMP Institutional Repository
url_provider http://umpir.ump.edu.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Shaban, Omar Kassim A.
Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
description The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. Studies related to palm oil were mainly from the perspective of health and price. Very few studies have explored the brand loyalty of palm cooking oil. Hence, the primary purpose of this study is to investigate the antecedents of the brand loyalty of palm cooking oil, and enhance the loyalty to palm cooking oil products among its user in Malaysia. A comprehensive framework of palm oil brand loyalty was established based on the Theory of planned behaviour (TPB), Technology Acceptance Model (TAM), Porter Five Forces (PFF), and the Service Quality Model (SQM). A systematic sampling technique was deployed to collect data from the 314 consumers of palm cooking oil in the Klang Valley, Malaysia. Both the Statistical Package for the Social Sciences (SPSS) and AMOS as embedded in structural equation model (SEM) were applied. Confirmatory factor analysis, measurement model and structural model were conducted to test the hypothesis of this study. The results show that: i) perceived usefulness, product quality, product experience, brand commitment and brand awareness had positive effects on attitude and hence behavioural intention; ii) this study also found to have a positive effect on brand loyalty hypotheses. Trust and satisfaction partially mediate the effects of attitude on intention. That is, when consumers of palm oil brand in Malaysia have positive trust and feel satisfied, they will have a positive attitude that will have a positive effect on behavioural intention. iii) The effect of subjective norm on attitude was affected by the moderating effects of the switching cost. The contributions of the study are: i) this study is significant because it contributes to the existing literature by focusing on the factors that affect brand loyalty of palm oil from the customer perspective and the brand perspective; ii) it is important to provide the scientific guidance which helps the decision-makers to understand various implication of brand loyalty of palm oil brand in Malaysia; iii) the study findings could serve as an important basis for researchers and the palm oil industry to understand purchasers’ behavioural intentions and attitude to further formulate strategies to improve the brand loyalty of palm oil.
format Thesis
author Shaban, Omar Kassim A.
author_facet Shaban, Omar Kassim A.
author_sort Shaban, Omar Kassim A.
title Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_short Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_full Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_fullStr Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_full_unstemmed Factors affecting brand loyalty : a study of palm cooking oil in Malaysia
title_sort factors affecting brand loyalty : a study of palm cooking oil in malaysia
publishDate 2018
url http://umpir.ump.edu.my/id/eprint/23424/1/Factors%20affecting%20brand%20loyalty%20-%20a%20study%20of%20palm%20cooking%20oil%20in%20Malaysia.pdf
http://umpir.ump.edu.my/id/eprint/23424/
_version_ 1717093626046054400
score 13.211869

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