Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling

Fhidzon, Mohammad Raffi and Masling, Muhammad Mawardi (2019) Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling. Masters thesis, Universiti Teknologi MARA Shah Alam.

Abstract

This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At the same time, this study also focuses on determining the strengths, weaknesses, opportunities and threats faced by Milo brand. Furthermore, strategies that can improve Milo in terms of brand personality for Milo to enhance customers brand loyalty are proposed. The quantitative research is conducted to assess the correlation between the dependent and all the independent variables. The population for this study are consumers of Milo in Petaling Jaya, who are regular customers of this brand. In conducting this study, the sampling technique used is convenience sampling where the most accessible customers are chosen as the subject. Research design involves distributing questionnaire to 100 consumers of Milo product. Our analysis finds that the ANOVA result supported the research hypotheses. Nevertheless, result for the regression analysis of coefficient which is used to test the relationship between brand loyalty and sincerity, excitement, competence, sophistication and ruggedness indicate the strongest influence of competence, sincerity and sophistication of the brand. Thus, based on the outcome of study, sincerity, competence and sophistication are the main brand personalities which can contribute to successful loyalty towards Milo brand.

Metadata

Item Type: Thesis (Masters)
Creators:
Creators
Email / ID Num.
Fhidzon, Mohammad Raffi
2017151253
Masling, Muhammad Mawardi
2017955755
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Mohd Roslin, Rosmimah (Prof. Dr.)
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
Divisions: Universiti Teknologi MARA, Shah Alam > Arshad Ayub Graduate Business School (AAGBS)
Programme: Master in Business Administration
Keywords: brand, personality, Milo
Date: July 2019
URI: https://ir.uitm.edu.my/id/eprint/31359
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