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005 20251117113408.0
008 180927t20182018my da f am 000 0 eng d
020 _aTHE0000093(Local)
039 9 _a201905131324
_baishah
_y201809271002
_zsaini
040 _aUMP
_beng
_cUMP
_erda
090 _aFIM .S53 2018 r Thesis
100 1 _aShaban, Omar Kassim A.,
_eauthor.
245 1 0 _aFactors affecting brand loyalty :
_ba study of palm cooking oil in Malaysia /
_cOmar Kassim A. Shaban
264 1 _aKuantan, Pahang :
_bUMP,
_c2018
264 4 _c© 2018
300 _axiv, 206 pages :
_billustrations (some color), charts ;
_c30 cm. +
_e1 CD-ROM
336 _atext
_2rdacontent
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
337 _acomputer
_2rdamedia
338 _avolume
_2rdacarrier
338 _acomputer disc
_2rdacarrier
347 _atext file
_bPDF
_2rda
500 _aFaculty of Industrial Management
502 _aThesis (Doctor of Philosophy) -- Universiti Malaysia Pahang – 2018
504 _aIncludes bibliographical references
520 3 _aThe 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.
610 2 0 _aFaculty of Industrial Management
_xDissertations
650 0 _aUniversities and colleges
_xDisertations
650 0 _aTheses
999 _aVIRTUA40
_c7928
_d7934
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