The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers
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Date
2019-06
Authors
Abu Bakar, Norzehan
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The purpose of this research is to examine the effect of brand name elements
and brand preferences. This study would also like to examine the effect of brand
experience towards chocolate malt drink brand preferences. Finally, the study also
examines the mediating effect of brand experience on the relationship between brand
name elements, and brand preferences. The Generation Y who had experienced in
consuming chocolate malt drink were participants in this study. Data from 430 young
consumers residing and/or working in Klang Valley were used for the statistical
analysis using convenience sampling approach. Multiple regression analyses were
employed to test the relationships between brand name elements comprising of brand
name linguistic, brand logo, package design, health claims; and brand preferences.
The results show that brand name linguistic, brand logo, package design, and health
claims influences brand preferences. The findings also found that brand logo,
package design, and health claims also influence brand experience but not brand
name linguistic. Brand experience was too, found to influence brand preferences.
The hierarchical regression analysis results show that brand experience mediates the
relationship between brand logo, health claims, package design and brand
preferences. However, brand experience was found not to mediate the relationship
between brand name linguistic and brand preferences. Limitations of the study
include the limited sample measured i.e. Generation Y staying in Klang Valley.
Description
Keywords
Brand Name , Chocolate Malt Drink