The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal

The purpose of this research is to study the influence of brand awareness, brand associations, perceived quality and brand loyalty towards brand equity of LEGOLAND Malaysia. LEGOLAND Malaysia faces new challenge in 2015 whereby the theme park has a dropping number of attendances. Apart from that, th...

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Bibliographic Details
Main Author:	Zainal, Mira Elliana
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2015
Subjects:	Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty
Online Access:	http://ir.uitm.edu.my/id/eprint/25243/ http://ir.uitm.edu.my/id/eprint/25243/1/PPb_MIRA%20ELLIANA%20ZAINAL%20BM%20M%2015_5.pdf

id	uitm-25243
recordtype	eprints
spelling	uitm-252432019-09-26T03:50:14Z http://ir.uitm.edu.my/id/eprint/25243/ The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal Zainal, Mira Elliana Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty The purpose of this research is to study the influence of brand awareness, brand associations, perceived quality and brand loyalty towards brand equity of LEGOLAND Malaysia. LEGOLAND Malaysia faces new challenge in 2015 whereby the theme park has a dropping number of attendances. Apart from that, the company also received more complaints over compliments regarding their products and services. This study is carried out with purposed of identifying which factor contributed the most in order to help LEGOLAND Malaysia to increase their company brand equity. The research framework links the brand awareness, brand associations, perceived quality and brand loyalty to brand equity of the company. Questionnaires been used in this research with a sample size of 400 visitors of LEGOLAND Malaysia Theme Park has been selected. The data were obtained and analysed using the Statistical Package for the Social Science (SPSS). The results reveal that brand awareness, perceived quality and brand loyalty have a significant relationship to brand equity. However, brand associations happen to not have a relationship with brand equity. The result also reveals that brand loyalty is the factor that influence brand equity the most. Faculty of Business and Management 2015 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/25243/1/PPb_MIRA%20ELLIANA%20ZAINAL%20BM%20M%2015_5.pdf Zainal, Mira Elliana (2015) The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty
spellingShingle	Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Zainal, Mira Elliana The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal
description	The purpose of this research is to study the influence of brand awareness, brand associations, perceived quality and brand loyalty towards brand equity of LEGOLAND Malaysia. LEGOLAND Malaysia faces new challenge in 2015 whereby the theme park has a dropping number of attendances. Apart from that, the company also received more complaints over compliments regarding their products and services. This study is carried out with purposed of identifying which factor contributed the most in order to help LEGOLAND Malaysia to increase their company brand equity. The research framework links the brand awareness, brand associations, perceived quality and brand loyalty to brand equity of the company. Questionnaires been used in this research with a sample size of 400 visitors of LEGOLAND Malaysia Theme Park has been selected. The data were obtained and analysed using the Statistical Package for the Social Science (SPSS). The results reveal that brand awareness, perceived quality and brand loyalty have a significant relationship to brand equity. However, brand associations happen to not have a relationship with brand equity. The result also reveals that brand loyalty is the factor that influence brand equity the most.
format	Student Project
author	Zainal, Mira Elliana
author_facet	Zainal, Mira Elliana
author_sort	Zainal, Mira Elliana
title	The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal
title_short	The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal
title_full	The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal
title_fullStr	The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal
title_full_unstemmed	The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal
title_sort	influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of legoland malaysia / mira elliana zainal
publisher	Faculty of Business and Management
publishDate	2015
url	http://ir.uitm.edu.my/id/eprint/25243/ http://ir.uitm.edu.my/id/eprint/25243/1/PPb_MIRA%20ELLIANA%20ZAINAL%20BM%20M%2015_5.pdf
first_indexed	2023-09-18T23:14:21Z
last_indexed	2023-09-18T23:14:21Z
_version_	1777419012689362944

The influence of brand awareness, brand associations, perceived quality, and brand loyalty towards brand equity of Legoland Malaysia / Mira Elliana Zainal

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