An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation
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Date
2014
Authors
Ooi, Seow Chin
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
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. Data obtained from 234 valid questionnaires from Penang convenience sampling consumers were analyzed by using Statistical Package of Social Science (SPSS) and Partial Least Squares (PLS) –Structural Equation Modeling (SEM).
This study revealed that brand loyalty, brand associations, perceived quality and brand image have significantly and positively impact to brand equity and finally brand equity have significantly and positively impact on Penang, Malaysia consumers’ purchase intention in hotel accommodation. Nevertheless brand awareness do not show positive impact to the brand equity which hotelier may explore the indirect relationship through moderator or mediator. In view of this study limit to Penang consumer respondents only was not large and diverse enough to fully represent the entire population, future study may apply to whole Malaysia as sampling. Besides others variable such as consumer involvement, firm equity and marketing mix can be consider to compliment the study. This study findings offers some insights through marketing strategy to optimize the resources and maximize the organization performance by increase the revenue. Finally lead to positive economic growth by enriching consumer’s life style and increasing community’s income.
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Keywords
Malaysian consumer purchase intention , towards hotel accommodation