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An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation

Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization env...

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Main Author: Ooi, Seow Chin
Format: Thesis
Language:English
Published: 2014
Subjects:
HF5001-6182 Business
Online Access:http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf
http://eprints.usm.my/44472/
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spelling my.usm.eprints.44472 http://eprints.usm.my/44472/ An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation Ooi, Seow Chin HF5001-6182 Business Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization environment, hoteliers facing stiff competition to attract more visitors for both local and foreign travelers with their limited resources. To stay sustainability, brand equity plays an important role for marketer on market positioning. Thus, Aaker’s Brand Equity Model is adopted in this study to examine the impact of brand awareness, brand loyalty, brand associations, perceived quality and brand image as independent variable to brand equity and the influence of brand equity on Malaysian consumer purchase intention towards hotel accommodations. 2014 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf Ooi, Seow Chin (2014) An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation. Masters thesis, Universiti Sains Malaysia.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic HF5001-6182 Business
spellingShingle HF5001-6182 Business
Ooi, Seow Chin
An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
description Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization environment, hoteliers facing stiff competition to attract more visitors for both local and foreign travelers with their limited resources. To stay sustainability, brand equity plays an important role for marketer on market positioning. Thus, Aaker’s Brand Equity Model is adopted in this study to examine the impact of brand awareness, brand loyalty, brand associations, perceived quality and brand image as independent variable to brand equity and the influence of brand equity on Malaysian consumer purchase intention towards hotel accommodations.
format Thesis
author Ooi, Seow Chin
author_facet Ooi, Seow Chin
author_sort Ooi, Seow Chin
title An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
title_short An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
title_full An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
title_fullStr An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
title_full_unstemmed An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
title_sort exploratory study of brand equity and malaysian consumer purchase intention towards hotel accommodation
publishDate 2014
url http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf
http://eprints.usm.my/44472/
_version_ 1643711014732038144
score 13.211869

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