Bakar, Norzehan Abu
(2019)
The Influence Of Brand Name Elements And Brand Experience On Chocolate Malt Drink Brand Preferences Among Gen Y Consumers.
PhD thesis, 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.
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