Student Name Enrolled ID. No MS 7004 Independent Study MS 7002 Thesis 1. Title: 2. Type of Research: 3. Background of the Research: 4. Research Objectives: 5. Research Questions: 6. Variables: Identify all main variables and give a definition of each term according creditable source of reference Independent variables: Dependent variable: 7. Conceptual Framework 8. Research Hypotheses 9. An Outline of a Review of literatures: 10. Target Population and Sample: 11. Proposed Sampling Technique: Page 1 12. Proposed Data Collection: 13. Proposed Data Analysis: 14. Questionnaire Development: 15. Reference List - Relevant previous researches support the development of your conceptual framework Relevant previous researches support the development of your questionnaire *Note: 1. Submit a copy of previous researches in the reference list 2. Submit a Questionnaire Page 2 1. Based on the conceptual framework, please identify: C Moderator A Independent variable B Mediator D Dependent variable Independent variable - is the variable that is varied or manipulated by the researcher and it is the presumed cause or predictor in an experiment. The independent variable is something that is hypothesized to influence the dependent variable. The researcher determines for the participant what level or condition of the independent variable that the participant in the experiment receives. For example, each participant in the experiment may be randomly assigned to either an experimental condition or the control condition. Dependent variable - is the variable that is simply measured by the researcher and it is the presumed effect in an experiment. It is variable that reflects the influence of the independent variable. For example, the dependent variable would be the variable that is influence by being randomly assigned to either an experimental condition or a control condition. Mediator - is an explanatory link in the relationship between two other variable which intervening variable is a part of causal that links between the independent and dependent variable. Often a mediator variable is conceptualized as the mechanism through which one variable (i.e., the predictor) influences another variable (i.e., the criterion). B A C Figure1: mediated relationship among variables (A = predictor; B = mediator; C = criterion/outcome) Moderator - is a variable that influences the strength or the direction of a relationship between a predictor variable and criterion variable. Another way to explain is that the study relation between two variables is a function of level of a third variable. It is the factor which is measured, manipulated, or selected by the experimenter to discover whether it modifies the relationship of the independent variable to an observed phenomenon. B A C Figure2: Moderated relationship among variable (A = predictor; B = moderator; C = criterion/outcome) 2. Refer to the research article provided in the 'Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry' file, please do the followings. 2.1 What is the research type of this previous study? Please give reasons to support your answer. This previous study is a descriptive research because the research describes the characteristics of population or phenomenon. Specifically, this research examined the relationship between transformational leadership and work engagement through the mediating role of meaning in work. The research design method being used in this research is a quantitative research. It also gives some understanding on clear problem statements, specific hypotheses and detailed body of knowledge. Further Evidences on the research process: - Objective and content: to examine the relationship between transformational leadership and work engagement through the mediating role of meaning in work. - Sample size: relatively large - Research instrument: structured questionnaire - Interpretation: the research interpret the understanding of the nature of the problem using statistical analysis 2.2 What is a conceptual framework? Draw a conceptual framework of this previous research. According to Miles and Huberman (1994), a conceptual framework is \"lays out the key factors, constructs, or variables, and presumes relationships among them\" (p. 440). Figure 1: Conceptual Framework 2.3 Write down research objectives and research questions. Research objective: To examine the relationship between transformational leadership and work engagement through the mediating role of meaning in work. Research question: Is there a relationship between transformational leadership and work engagement through the mediating role of meaning in work? 2.4 Write down null and alternative hypotheses. Using the term in the hypothesis can make the hypothesis clearer and more understandable by others who read it. Using the term \"relationship\" in a research hypothesis would indicate that the researcher is expecting that the two variables stated in the hypothesis are related to each other. Using the term \"influence\" in a research hypothesis indicates that the researcher is expecting that the one of the two variables stated in the hypothesis can \"influence\" the other variable. In this case, the researcher claims that changes in one variable are a result of the other variable. In addition, according to regression analysis which indicates that one of the eight variables stated in the hypothesis can \"influence\" the other variable, you are suggested to use the term of 'effectiveness', 'influence' or 'affect' instead of 'relationship' in your research hypotheses. One-Tailed and Two-Tailed Significance Tests One important concept in significance testing is whether you use a one-tailed or twotailed test of significance, depending on your hypothesis. When your research hypothesis states the direction of the influence or relationship, then you use a one-tailed probability. The one-tailed probability is exactly half the value of the two-tailed probability. The rationale is that if you already know the direction of the influence or relationship; otherwise, it is generally safest to use a two-tailed test of significance. Null Hypotheses: H01: Brand awareness has no significant impact on perceived quality. H02: Brand awareness has no significant impact on brand loyalty. H03: Brand awareness has no significant impact on purchase intention. H04: Brand image has no significant impact on perceived quality. H05: Brand image has no significant impact on brand loyalty. H06: Brand image has no significant impact on purchase intention. H07: Perceived Quality has no significant impact on brand loyalty. H08: Perceived Quality has no significant impact on purchase intention. H09: Brand Loyalty has no significant impact on purchase intention. Alternative Hypotheses: Ha1: Brand awareness has significant impact on perceived quality. Ha2: Brand awareness has significant impact on brand loyalty. Ha3: Brand awareness has significant impact on purchase intention. Ha4: Brand image has significant impact on perceived quality. Ha5: Brand image has significant impact on brand loyalty. Ha6: Brand image has significant impact on purchase intention. Ha7: Perceived Quality has significant impact on brand loyalty. Ha8: Perceived Quality has significant impact on purchase intention. Ha9: Brand Loyalty has significant impact on purchase intention. 2.5 What is a literature review? What would be main theories relevant to this previous research? A literature review is a review of reading materials of what has been published on a topic by previous scholars and researchers. The purpose is to convey to the reader what knowledge and ideas have been established on a topic. A literature review is an evaluative report of information found in the literature related to your selected area of study. The review should describe, summarize, evaluate and clarify this literature. It should give a theoretical base for the research and help you (the author) determine the nature of your research. Works which are irrelevant should be discarded and those which are peripheral should be looked at critically. A literature review is more than the search for information, and goes beyond being a descriptive annotated bibliography. All works included in the review must be read, evaluated and analysed (which you would do for an annotated bibliography), but relationships between the literature must also be identified and articulated, in relation to your field of research. "In writing the literature review, the purpose is to convey to the reader what knowledge and ideas have been established on a topic, and what their strengths and weaknesses are. The literature review must be defined by a guiding concept (eg. your research objective, the problem or issue you are discussing, or your argumentative thesis). It is not just a descriptive list of the material available, or a set of summaries (http://www.utoronto.ca/writing/litrev.html) Main theories relevant to this previous research are the followings. 1. Fashion Industry Overview 2. Theoretical Foundations - Theories Related to brand equity - Theories Related to purchase intention 3. Operational Definitions of the Constructs - Measure of brand equity - Measure of purchase intention 4. Previous research - The influence of brand equity on purchase intention 2.6 Identify target population, sample and sample size Target population: Young shoppers between the ages of 18 and 40 in Malaysia Sample: 190 respondents in Malaysia Sample Size: 190 2.7 Explain the process of sampling technique used in this study. - Convenience sampling method Convenience sampling, as the name implies is a specific type of non-probability sampling method that relies on data collection from population members who are conveniently available to participate in study (http://researchmethodology.net/sampling/convenience-sampling/) 2.8 Create the operationalization table including main variables, operational definition and its source of reference, operational/questionnaire items of each main variable and its source of reference, type of data/scale. How to complete the Operationalization Table -Operational/questionnaire items of each main variable can be found in the article provided. -Some operational definitions of main variables are not provided in the article; therefore, you need to find its definition from relevant academic papers or text books. -Operational/questionnaire items and operational definition should reflect each other as seen in the Table below. Table1: Operationalization of Main Variables Variable 1.Brand awareness Operational definition It enables consumers to recognize a brand from different product category. Source of references Heding, Knudtzen&B jerre (2009) as cited in Khan, Rahmani, Hoe and Chen (2014) Operational/questionnaire items 1. Some characteristics of Brand X come to my mind quickly. 2. I can recognize Brand X quickly among other competing brands. 3. I have seen different advertisements for Brand X in TV, Magazine, Newspaper, Internet and etc. 4. I am familiar with Brand X. Source of references Yoo et al. (2000) and Aaker (1991) as cited in Khan, Rahmani, Hoe and Type of data/scale Interval data, Likert Scale 5. I can quickly recall the symbol or logo of the Brand X 2.Brand image Described as consumers' perceptions and beliefs about the particular brand. Kotler&Kell er (2009) as cited in Khan, Rahmani, Hoe and Chen (2014) 3.Brand Loyalty The attitudes of consumer toward a brand preference of the product. Deighton et al.,1994 as cited in Khan, Rahmani, Hoe and Chen (2014) 1. Brand X performs as expected. 2. Brand Name and Image attract me to purchase 3. Brand X expresses my personality 4. Brand X targets high-income level. 5. Brand X increases the respectability of a user 6. Brand X makes a person feels good. 1. Brand X offers good value for price 2. Increases of price not hinder me to purchase 3. I usually use Brand X as my first choice compared to other Brands. 4. I am satisfied with this Brand. 5. I would recommend Brand X to others. 6. I would not switch to another Brand. 7. I can always trust Brand X. 4.Preceived Consumer quality judgment on added value of a product. Bhuian,1997 as cited in Khan, Rahmani, Hoe and Chen (2014) 1. The Brand has good functional quality. 2. The materials used by the Brand are comfortable 3. The Brand has sufficient color. 4. The Brand X is durable to use. 5. The Brand provides wide variety of styles. 6. Styles of the Brand are trendy and fashionable. 5.Purchase intention Fishbein&Aj zen, 1975 as cited in Khan, Rahmani, Hoe and Chen (2014) 1. I will buy from this brand in the near future. 2. I would consider buying from this brand in the future. 3. I have intention to buy this brand in the future. A personal preference towards a certain product, and it has proven to be a significant factor to predict consumer behavior. Chen (2014) Kaplan (2007) as cited in Khan, Rahmani, Hoe and Chen (2014) Aaker., 1991 and Lassar et al., 1995 and Yoo et al., 2000 as cited in Khan, Rahmani, Hoe and Chen (2014) Aaker., 1991 and Lassar et al., 1995 and Yoo et al., 2000 as cited in Khan, Rahmani, Hoe and Chen (2014) Zeithaml., 1998 and Soureli et al. (2008) as cited in Khan, Rahmani, Hoe and Chen (2014) Interval data, Likert Scale Interval data, Likert Scale Interval data, Likert Scale Interval data, Likert Scale 2.9 Discuss whether the operational definition of each main variable given in the operationalization table reflects its operational/questionnaire items. For examples: The item \"I will buy from this brand in the near future\" reflects the operational definition of purchase intention that is the likelihood to buy products/services in the future. 3. Go to http://www.library.au.edu/ and double click at http://www.emeraldinsight.com/search.htm (use AU proxy if off-campus access: http://oscar.cide.au.edu/ba/mod/page/view.php?id=11444), and do the followings. 3.1 Find 3 research articles in a scholarly journal (an article that has a research design, statistics in the results section, application to practice in the discussion section) in the area of Customer Loyalty in Supermarket Industry. Research Article 1: Kitapci, Dortyol, Zuhrem Yaman and Gulmez (2013) \"The paths from service quality dimensions to customer loyalty: An application on supermarket customers\See\tdiscussions,\tstats,\tand\tauthor\tprofiles\tfor\tthis\tpublication\tat:\thttp://www.researchgate.net/publication/274314666 Causal\tRelationships\tamong\tDimensions\tof Consumer-Based\tBrand\tEquity\tand\tPurchase Intention:\tFashion\tIndustry ARTICLE in INTERNATIONAL\tJOURNAL\tOF\tBUSINESS\tAND\tMANAGEMENT\t\tFEBRUARY\t2015 DOI:\t10.5539/ijbm.v10n1p172 DOWNLOADS VIEWS 301 28 5\tAUTHORS,\tINCLUDING: Nasreen\tKhan Yong\tHoe\tHong Multimedia\tUniversity Multimedia\tUniversity 7\tPUBLICATIONS 5\tCITATIONS 10\tPUBLICATIONS 3\tCITATIONS SEE\tPROFILE SEE\tPROFILE Available\tfrom:\tYong\tHoe\tHong Retrieved\ton:\t04\tJuly\t2015 International Journal of Business and Management; Vol. 10, No. 1; 2015 ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry Nasreen Khan1, Syed Hamed Razavi Rahmani1, Hong Yong Hoe1 & Tan Booi Chen1 1 Department of Marketing, Faculty of Management, Multimedia University, Malaysia Correspondence: Nasreen Khan, Department of Marketing, Faculty of Management, Multimedia University, Malaysia. E-mail: nasreenkhan88@yahoo.com Received: October 9, 2014 Accepted: November 14, 2014 Online Published: December 20, 2014 doi:10.5539/ijbm.v10n1p172 URL: http://dx.doi.org/10.5539/ijbm.v10n1p172 Abstract Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the relationship among the dimensions of brand equity and propose a model that predicts the purchase intention in fashion industry. The result confirms the casual relationship among the dimensions of brand equity. Interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. This study contributes the original model of customer based brand equity of Aaker by introducing brand image as one of the assets to measure the brand equity concept. Strategic guidelines are provided to managers in building the brand loyalty. Keywords: brand awareness, brand image, brand loyalty, perceived quality, purchase intention, fashion industry 1. Introduction The influence of globalization and intensive efforts from media advertising makes several foreign brands popular in Asia countries (Chada & Husband, 2006). The existence of different fashion clothing brands from West to Asia is considerable topic in marketing. Having a well known brand image could assist the brand to create an uniqueness in marketplace (Aaker, 1996), encourage greater intermediary co-operation, increase the chance for further brand extension and also increase the profit margins, (Delgado-Ballester & Munuera-Aleman, 2005). Consumers nowadays are well informed and knowledgeable with more choices. It is crucial for the firms to differentiate their product in terms of brand equity (Bennett & Rundle-Thiele, 2005). According to Aaker (1991), original model of customer based brand equity involved five dimensions-brand awareness, brand associations, brand loyalty, perceived quality, and other proprietary assets. Later, Keller (1993) evaluates the brand equity in terms of two dimensions-brand awareness and brand image. In order to build brand equity, brand image as well as brand awareness should be an important aim of marketing program of a firm. Delong et al. (2004) consider that if the consumers have knowledge about the brand, they appear to recognize the brand. In this way, managing brand image and its awareness is a great importance. It is generally approved that brand attitude and brand image are formed due to brand awareness. Only with brand awareness, consumers are likely to acquire the product. As such, brand awareness is an important factor to determine purchase intention (Macdonald & Sharp, 2000). However, there is very limited research that considers brand awareness and brand image as combination affect on purchase intention (Lin et al., 2006). Numbers of literature have proved that perceived quality and brand awareness as pre requisite and brand loyalty as the guarantee to purchase the product (Oliver, 1997). There is still no comprehensive research has yet to investigate the relationship among the dimensions of brand equity. Therefore, the purpose of the research is to investigate the casual relationship among dimensions of brand equity (brand awareness, brand image, perceived quality, and brand loyalty) and purchase intention of consumers in the context of Malaysia fashion clothing industry. 172 www.ccsenet.org/ijbm International Journal of Business and Management Vol. 10, No. 1; 2015 2. Literature Review A basic idea of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. Brand equity provides value for both the customer and the firm (Bagozzi et al., 1998). Brand equity is defined as a set of assets and liabilities linked to the brand, which add value to or subtract value from a product in its relationship with customers (Aaker, 1991). Aaker discovered that the value of brand equity results from five brand equity assets; brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets. Whereas, Keller (1993) revealed brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand and measure the brand equity based on two assets; brand awareness and brand image. Keller highlighted the importance of consumer brand knowledge which is descriptive and evaluative information about brand, and recorded in consumer memory (Keller, 2003). He further criticized that consumers are able to recognize and recall the brand image only if they are aware of the brand existence and have knowledge about the brand (Keller, 1998). As such, addressing the brand awareness alone does not explain on consumer's familiarly with the brand (Das et al., 2012). Hence brand awareness and brand image together create the brand knowledge. There is a lack of research on brand dimensions in fashion clothing context. This study proposes brand equity dimensions in fashion clothing as brand awareness, brand image, brand loyalty and perceived quality. 2.1 Brand Awareness Brand awareness enables consumers to recognize a brand from different product category (Heding, Knudtzen & Bjerre, 2009) and assist consumers in making decision to purchase (Percy & Rossiter, 1992). Product with higher brand awareness will have a better quality assessment (Wang & Hwang, 2001) and higher market share (Lin, 2006). On the other hand, some researchers have argued that brand awareness has a significant effect on purchase intention (Macdonald & Sharp, 2000). Others have supported that knowledgeable consumers have high chances of being loyal (Parasuraman & Grewal, 2000 and Wu, 2007). Consequently, following hypothesis is proposed. H1. Brand awareness has a significant impact on perceived quality. H2. Brand awareness has a significant impact on brand loyalty. H3. Brand awareness has a significant impact on purchase intention 2.2 Brand Image Brand image is described as consumers' perceptions and beliefs about the particular brand (Kotler & Keller, 2009). Through the uniqueness of brand image, consumers are able to evaluate the quality, recognize a product, reduce purchase risks, and attain the satisfaction. According to Grewal et al. (1998), when a product has strong brand image, consumers recognize it's with high quality. Similarly Rao and Monroe (1989) conclude that most of the time consumers use brand image as short-hand of quality and value expression. Several scholars claim that those brands with image are more likely to have more loyal consumers (Bennett & Rundle-Thiele, 2005). Aaker and Keller (1990) further elaborate that consumer with stronger brand image lead to develop intention to purchase. Since there is no conformity on effect of the brand image, the following hypotheses are developed. H4. Brand Image has a significant impact on perceived quality. H5: Brand image has significant impact on brand loyalty. H6. Brand Image has a significant impact on purchase intention. 2.3 Perceived Quality Perceived quality is consumer judgment on added value of a product (Bhuian, 1997). Consumer evaluates product quality based on his/her previous experiences and feelings (Zeithaml, 1988). Some of these quality characteristics are innate, while others are assigned to the products. Since some quality characteristics are difficult to detect directly, other cues such as brand image and brand names become important in evaluating quality. Studies have reported that perceived quality will influence the trust and satisfaction with the brand, which in turn leads to develop brand loyalty. In addition Yee and Sidek (2008) concludes that the product quality is the most important factor that contributes to brand loyalty. However, Jones et al. (2002) argue that there is a positive relationship between perceived quality and purchase intention. Therefore, the following hypotheses are formulated. H7. Perceived Quality has a significant impact on brand loyalty. H8. Perceived Quality has a significant impact on purchase intention. 173 www.ccsenet.org/ijbm International Journal of Business and Management Vol. 10, No. 1; 2015 2.4 Brand Loyalty Brand loyalty is the attitudes of consumer toward a brand preference of a product (Deighton et al., 1994). Brand loyal consumes do not evaluate the brand; they just make a purchase confidently (Sidek at al., 2008). Thus, it represents a repurchase commitment of potential consumers and most likely they will not switch to another brand (Oliver, 1999). Therefore, the following hypotheses are developed. H9. Brand Loyalty has a significant impact on purchase Intention 2.5 Consumer Purchase Intention Many people do consume different kinds of products every day, from basic needs to high-valued collectables. When consumers identify the needs of having a product, they start with searching the information about the product, then evaluate the alternatives of brand available, and finally make decision to purchase (Engel, Blackwell and Miniard, 1995). Purchase intention means a consumer has personal preference towards a certain product, and it has proven to be a significant factor to predict consumer behavior (Fishbein & Ajzen, 1975). Purchase intention measure the possibility of a consumer to buy a product, and the higher the purchase intention is, the higher a consumer's willingness is to buy a product (Schiffman & Kanuk, 2000). According to Kimery & McCord (2000), measuring consumer purchasing behavior is difficult and as such it is often predicted by purchase intention. Thus, Zeithaml (1988) recommend intended to buy, possible to buy and considered to buy as measurement items to purchase intention. 3. Conceptual Framework Brand equity has been known as a valuable source of competitive advantage. It results from the consumer's perception of overall superiority of a particular product (Belch & Belch, 2009). It measures everything that exists in the minds of customers with respect to a brand (Keller and Donald, 2003). Such measures of consumer-based brand equity have received substantial attention in both academia as well as industry. One of the most widely used models today is customer-based brand equity model by Keller (1993). Keller proposes brand knowledge as fundamental brand equity and explains brand knowledge in terms of brand awareness and brand image. Where as Aaker (1996) also proposes an brand equity model which contains five mindset measures: brand awareness, perceived quality, brand loyalty, brand associations and other proprietary assets such as patents, trademarks and channel relationships. These two models are frequently and separately used to apply in marketing and consumer behavior research (Kim, et al., 2008 & Yasin, et al., 2007). Although these two models are widely recognized, there is still no conformity on dimensions to measure the brand equity. Up to the author knowledge, there is no research that considers both brand awareness and brand image as measures to brand equity. As such, this research proposes four dimensions that measure the brand equity. These are brand image, brand awareness, perceived quality and brand loyalty. While brand awareness and brand image are the most significant factors that contribute to purchase intention (Macdonald & Sharp, 2000), perceived quality is also the essential element and brand loyalty is guarantee of purchase and repurchase (Oliver, 1997). The model illustrated in figure 1 provides conceptual framework for this research. 174 www.ccsen net.org/ijbm Intern national Journal of Business and Management l d Vol. 10, No. 1; 2015 Figure 1. Co onceptual fram mework 4. Method dology The target respondents o this study ar the young sh of re hoppers betwe the ages of 18 and 40 as young genera een f ations comprises the major con nsumers for fa ashion clothing brands (Dick g kson et al., 200 Four fashi clothing br 04). ion rands (PADINI, ZARA, CALV KLEIN, and GUCCI) were selected as stimuli br VIN d rand for the s study. Conveni ience sampling m method is used to collect the data and 190 returned quest d e tionnaires are u used for data a analysis. The surve questionnai consisted o 24 items to measure the dimensions of brand equi and 3 item to ey ire of o e ity ms measure th purchase in he ntention. Four dimensions of brand equity are brand aw f y wareness, brand image, perce d eived quality and brand loyalty For the first dimension of brand equity, the items to m d y. t f , measure the br rand awarenes are ss adapted fr rom Yoo et al. (2000) and A Aaker (1991). Items to meas sure the brand image are adapted from Ka aplan (2007) and items to mea d asure the perce eived quality an brand loyal are adapted from Aaker (1991), Lassar et al. nd lty d (1995) and Yoo et al. (2 d 2000). Finally items to meas sure the purcha intention i adapted from Zeithaml (1998), ase is m and Sourel et al. (2008) All the items were develop by using f li ). s ped five-point Like scale (1 = s ert strongly disagr to ree 5 = strongl agree). ly Among the analyzed sam e mples, descript analysis shows that 58% of the respon tive % ndents were fe emale and 42 % are male. Out of 190 respond dents, 51% wer Malay, 22% are Chinese, 1 re % 13% are Indian and the rest ar from other races. n re r 48% of the respondents h e hold Bachelor degree and 30 of the respo r 0% ondents belong to the income range of RM 3001 g e to RM 400 per month. 00 5. Results Before con nducting factor analysis, ther must be a st re trong conceptu foundation to support the assumption that a ual n e t structure d does exist befo the factor analysis is pe fore erformed. The KMO ranges from 0.5 to 1.0 indicate factor e s f analysis is appropriate. The result ind s dicates that KM value of 0 MO 0.860 and Bart tlett's statistics is significant and s therefore i seems that fa it actor analysis i appropriate for this data se is et. The propo osed brand equ dimension consist of fo factors wh uity ns our hich are measu ured by 24 item The result from ms. factors ana alysis confirms that brand di imensions spli into 4 factor and these ar brand aware it rs re eness, brand im mage, brand loya alty, and perc ceived quality The study u y. used Cronbach to measu the interna reliability of the h's ure al o construct. The results sho that Cronbach's of bran image is 0.8 brand awareness is 0.83, p ow nd 81, perceived qual is lity 0.78, brand loyalty is 0.8 and purchase intention is 0.81. As the a d 80 alpha value for all variables is more than 0.7, it r 0 shows the internal consis stency. Table 1 shows the da on the facto analysis. ata or The Bivar riate Correlatio analysis w performed to ensure tha the indepen on was d at ndent variable used are gr es reatly correlated to the depen ndent variable of this study Examinatio of the corr e y. on relation of th variables, brand he b awareness was found to be significantly correlated to perceived qu uality (r= .438, p<0.05), bran loyalty (r= .348, nd p<0.05) an purchase in nd ntention (r= .28 p<0.05). W 85, Whereas brand image was fo ound to signific cantly correlated to 175 www.ccsenet.org/ijbm International Journal of Business and Management Vol. 10, No. 1; 2015 perceived quality (r= .591, p<0.05), brand loyalty (r= .515, p<0.05), purchase intention (r= .359, p<0.05). Perceived quality was found to significantly correlated to brand loyalty (r= .535, p<0.05) and purchase intention (r= .375, p<0.05). Finally Brand loyalty was found to be significantly correlated to purchase intention (r= .520, p<0.05). Table 2 shows the data on the correlation analysis. Table 1. Factor analysis Items 1 BA1 0.668 BA2 0.567 BA 3 0.606 BA 4 0.610 BA 5 2 3 4 Cronbach Alpha 0.753 0.83 BI1 0.623 BI2 0.444 BI 3 0.516 BI4 0.730 BI5 0.620 BI6 0.81 0.490 PQ1 0.741 PQ2 0.784 PQ 3 0.586 PQ4 0.644 PQ5 0.806 PQ6 0.78 0.652 BL1 0.637 BL2 0.538 BL 3 0.741 BL4 0.599 BL5 0.725 BL6 0.534 BL7 0.80 0.539 Table 2. Correlation analysis Pearson correlation Brand awareness Brand image Perceived quality Brand loyalty Purchase intention Brand awareness 0.438 0.359 (***) (***) 0.535 0.375 (***) Brand loyalty (***) 0.515 (***) Perceived quality 0.285 (***) 0.591 Brand image 0.348 (***) (***) 0.520 (***) Purchase intention This study examined the relationship between brand image, brand awareness, perceived quality, brand loyalty and purchase intention. Table 3 shows that brand awareness impact on perceived quality (=0.438, p<0.001), brand loyalty (=0.348, p<0.001) and purchase intention (=0.285, p<0.001). Also brand image impact on perceived quality (=0.591, p<0.001), brand loyalty (=0.515, p<0.001), and purchase intention (=0.351, p<0.001). Results showed that brand image compare to brand awareness, has stronger impact on perceived quality, brand loyalty and purchase intention. In addition perceived quality impact on brand loyalty (=0.534, p<0.001) and purchase intention (=0.375, p<0.001). Finally brand loyalty impact on purchase intention (=0.520, p<0.001). Among all the variables, brand loyalty has stronger impact on purchase intention. Table 3 shows the data on the multiple regressions. 176 www.ccsenet.org/ijbm International Journal of Business and Management Vol. 10, No. 1; 2015 Table 3. Multiple regression Hypothesis Standardised beta (t) Significant Level Hypothesis support H1:Brand awareness on perceived 0.438 .000 Supported quality H2:Brand awareness on Brand loyalty 0.348 .000 Supported H3:Brand 0.285 .000 Supported 0.591 .000 Supported 0.515 .000 Supported awareness on purchase intention H4:Brand image on Perceived quality H5:Brand image on Brand loyalty H6:Brand image on purchase intention 0.359 .000 Supported H7:Perceived quality on Brand loyalty 0.534 .000 Supported H8:Perceived 0.375 .000 Supported 0.520 .000 Supported quality on purchase intention H9:Brand loyalty on Purchase intention 6. Discussion and Managerial Applications The findings reveal that brand awareness, brand image, perceived quality, and brand loyalty are the dimensions of brand equity. It further proved that there is a casual relationship among the dimensions of brand equity and each dimension has special affect on purchase intention of Malaysian consumers in fashion industry. Brand loyalty has stronger impact on purchase intention, subsequently followed by perceived quality, brand image and brand awareness. The result reflects the past literature that stress on band loyalty as critical success factor to consumer purchase intention (Kandampully & Suhartanto, 2000 and Bennett & Rundle-Thiele, 2004). It is also discovered that compare to brand image and brand awareness; perceived quality has strongest impact on brand loyalty. This finding however does not reflect to past findings which revealed that brand image is one of the causes for attitudinal brand loyalty (Back, 2005; Flavin et al., 2006; Kandampully & Hu, 2007). The results further prove that compare to brand awareness, brand image has stronger impact on perceived quality. As mentioned in previous literature, brand image become unique offering in highly competitive market place and the last source of differentiation (Lim & O'Cass, 2001). This study contribute the original model of customer based brand equity developed by Aaker (1991) and recommend that brand image should be included as one of the assets to measure the brand equity. Overall, present study confirms the casual relationship among the dimensions of brand equity and interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. Importantly, there is no insignificant relationship among the dimensions of brand equity and thus this study provided guidelines to academicians and managers. Thus, it can be suggested that retailers should develop the effective marketing communication program that create the brand image to realize the quality of the brand. In the meanwhile, retailers should design the attractive loyalty program that motivates the customer towards purchase intention. 7. Limitations and Future Research Based on the Aaker's (1996) and Keller's (1993) brand equity model, this study propose a model that explains the causal relationship among the dimensions of consumer based brand equity with purchase intention which has been neglected by most of the previous researchers. Therefore, further research is needed to explore the casual relationship among the dimensions of brand equity, which could establish a modest and stable brand equity model that can be applicable in fashion industry. Besides, the sample was limited between the ages of 18 to 40. Further research should look into wider age group and examine the significant of the age group regarding the relationship among the dimensions of brand equity. References Aaker, D. A. (1996). Building Strong Brands (pp. 35-71). New York, NY: The Free Press. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. 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BI5 Brand X increases the respectability of a user BI6 Brand X makes a person feels good.. Measurement items for perceived quality Instructs Coding Items PQ1 Perceived quality The Brand has good functional quality.. PQ2 The materials used by the Brand are comfortable PQ 3 The Brand has sufficient color. PQ4 The Brand X is durable to use PQ5 The Brand provides wide variety of styles PQ6 Styles of the Brand are trendy and fashionable. Measurement items for Brand Loyalty Instructs Items Brand X offers good value for price BL2 Brand Loyalty Coding BL1 Increases of price not hinder me to purchase BL 3 I usually use Brand X as my first choice compared to other Brands. BL4 I am satisfied with this Brand. BL5 I would recommend Brand X to others. BL6 I would not switch to another Brand. BL7 I can always trust Brand X. Measurement items for Purchase Intention Instructs Purchase intention Coding Items PI1 I will buy from this brand in the near future. PI2 I would consider buying from this brand in the future. PI3 I have intention to buy this brand in the future. 180 www.ccsenet.org/ijbm International Journal of Business and Management Vol. 10, No. 1; 2015 Copyrights Copyright for this article is retained by the author(s), with first publication rights granted to the journal. This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/3.0/). 181 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 CONCEPT PAPER (MS7002 and MS7004) Student Name Dominic C. Anamali Enrolled MS 7004 Independent Study ID. No 557-1015 MS 7002 Thesis 1. Title: Factors that influence Destination loyalty in patronizing popular holiday and recreational destinations in Thailand 2. Type of Research: Quantitative Survey Research 3. Background of the Research: \"Research has shown that there are significant benefits for organizations associated with implementing work-life balance policies. These include improved recruitment and retention rates, with associated cost savings; reduced absenteeism and sick leave usage; a reduction in staff stress and improved satisfaction and loyalty; and improved productivity\" http://workplacewellbeing.org.nz/mana-mahi-resource/workplace-wellbeing-guide-10-worklife-balance/. The awareness of the need for recreation and rest to improve work-life balance is therefore growing. Many recreational facilities and destinations exist in Thailand and some new ones are being opened. These destinations generally offer services that are special. The competition between these destinations is set to increase with the number of tourists that visit Thailand http://www.scbeic.com/ENG/document/insight_mar10_en. For one and all, the most important thing is to get new customers and keep the existing ones satisfied. Marketing strategies are means of achieving this. This study will focus only on existing and popular facilities or destinations. By studying the factors that influence loyalty of customers to these destinations, it can provide better understanding to managers and help them develop better marketing plans and strategies. 4. Research Objectives: 1) To identify factors influencing the Destination loyalty of expats working and residing in Bangkok (or their spouses) in patronizing popular holiday and recreational destinations in Thailand. 2) To determine the influence of Overall satisfaction on Destination loyalty. 3) To determine the influence of Perceived value on Destination loyalty. IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 1 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 5. Research Questions: 1) What are the factors that influence the Destination loyalty of expats working and residing in Bangkok (or their spouses) in patronizing popular holiday and recreational destinations in Thailand? 2) What is the influence of Overall satisfaction on Destination loyalty? 3) What is the influence of Perceived value on Destination loyalty? 6. Variables: Independent variables: Overall satisfaction Overall satisfaction is the \"extent of overall pleasure or contentment felt by the visitor, resulting in the ability of the trip experience to fulfill the visitor's desires, expectations and needs in relation to the trip\" (Chen and Tsai, 2007, p. 1116). Perceived value This is defined as customer's trade-off between quality perception and the monetary and non-monetary sacrifices (Bolton and Drew, 1991). Dependent variable: Destination loyalty This is defined as retained preference (Ostrowski, P., O'Brien, T. and Gordon, G. (1993)) and willingness to recommend the service provider or the service to other people which both represent conative aspects (Haubl, 1996; Scheuch, 1997). 7. Conceptual Framework Conceptual framework of this study is developed based on the previous research of Tuu and Olsen (2013). The link between customer satisfaction and destination loyalty is based on the studies of Tuu and Olsen (2013); Quintal and Polczynski (2010); Dmitrovic, Cvelbar, Kolar, Brencic, Ograjenek and abkar (2009); Andreassen and Lindestad, (1998); Gallarza, Saura and Moreno (2013); Brunner, Stcklin and Opwis (2008) "Satisfaction, image and loyalty: new versus experienced customers". The link between perceived value and destination loyalty is based on the studies of Tuu and Olsen (2013), Parahoo (2012), Bign, Snchez and Andreu (2009). IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 2 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 Overall satisfaction Destination loyalty 8.Perceived value 8. Research Hypotheses: H01: Overall satisfaction does not have an influence on Destination loyalty. Ha1: Overall satisfaction has an influence on Destination loyalty H02: Perceived value does not have an influence on Destination loyalty. Ha2: Perceived value has an influence on Destination loyalty. 9. An Outline of a Review of literatures: Introduction of holiday and recreational destinations in Thailand Theoretical Foundations : - Theories related to customer loyalty - Theories related to destination loyalty - Theories Related to the following variables o Overall satisfaction and its influence on customer loyalty o Perceived value and its influence on customer loyalty Operational Definitions of the constructs : - Measurement of destination loyalty - Measurements of overall satisfaction and perceived value. Previous research (support the influence of overall satisfaction and perceived value on destination loyalty) IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 3 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 Concept and Operationalization of Variables Variable Operational definition Destination Retained loyalty preference and willingness to recommend the service provider or the service to other people which both represent conative aspects Source of references Ostrowski, O'Brien and Gordon (1993); Haubl, (1996); Scheuch, (1997). Customer's trade-off between quality perception IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Source of Type of references data/scale Gallarza, Ordinal / Saura and Likert scale Moreno, (2013) My likelihood to recommend the destination to friends and relatives is If I were back in the same situation, I will choose the same destination for my trip Overall The extent Chen and satisfaction of overall Tsai, (2007) pleasure or contentment felt by the visitor, resulting in the ability of the trip experience to fulfill the visitor's desires, expectations and needs in relation to the trip Perceived value Operational/questionnaire items My likelihood to return to the same destination in the next two years is Bolton and Drew, (1991). My choice to spend on the Gallarza, Ordinal / holiday or recreational et al., Likert scale experience was a wise one 2013. I did the right thing when I spent for the holiday or recreational experience The holiday or recreational experience is exactly what I needed Overall, the value of the Gallarza, Ordinal / holiday or recreational et al., Likert scale experience has been 2013 Compared to what I have Page 4 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 and the monetary and nonmonetary sacrifices\" to give up, the overall ability of the holiday or recreational experience to satisfy my wants and needs has been Comparing the benefits I got and the sacrifices I made to have this holiday or recreational experience I consider it as being 10. Target Population and Sample: The target population in this study would be expats working and residing in Bangkok (or their spouses) who have visited at least one holiday or recreational destination in Thailand. 11. Proposed Sampling Technique: Convenience sampling or accidental sampling will be used in this research in order to minimize delays in disbursing as well as receiving completed questionnaires. One of the main advantages of convenience sampling is the cost effectiveness. It is pretty much inexpensive to organize and maintain. Convenience sampling is ideal in this research and will allow the selection of a random group of people with no list of the population available. Also the size of the random group selected can be controlled. It will also ensure that the selected group of people has the appropriate characteristics. 12. Proposed Data Collection: The data would be collected on the basis of convenience. A questionnaire will be sent via email to a network of expats working and residing in Bangkok (or their spouses). Some copies will be manually distributed to maximize participation. The sample would be asked to fill in the questionnaire. The sample size will be 385 (Berenson, & Levine, 1999). 13. Proposed Data Analysis: After the collection of data, the data will be encoded in SPSS for analysis. A frequency analysis will be used for demographic information of the respondents. Simple linear regression (LR) will be used to determine the influence of independent variables on dependent variable. IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 5 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 14. Questionnaire Development: Questionnaire will be used to gather the data from target population. The questionnaire will be in three parts: Part 1: This first part will consist of demographic information of respondents. Part 2: The second part will consist of the respondents' holiday or recreational visit experience in Thailand. Part 3: The third part consists of nine attitude rating scale questions to measure the level of destination loyalty, overall satisfaction, and perceived value: three items each for each construct. These are based on the studies of Gallarza et al (2013). The respondents will be asked to indicate the degree of agreement of each question on a five Likert scale ranging from 1 = Strongly Disagree/Very low to 5 = Strongly Agree/Very high. 15. Reference List Andreassen, T. W., Lindestad, B. (1998) "Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise", International Journal of Service Industry Management, Vol. 9 Iss: 1, pp.7 - 23 Main Variables Results Satisfaction For complex services, corporate image and Image customer satisfaction are not two separate Loyalty routes to customer loyalty. Corporate image impacts customer loyalty directly whereas customer satisfaction does not. This finding was consistent with high and low service expertise. These results challenge the disconfirmation paradigm which predicts customer satisfaction as the primary route to customer loyalty. From a managerial perspective, information regarding the relative strength of the two routes is vital with regard to resource allocation in order to improve customer loyalty. This previous research is used to support the influence of customer satisfaction on customer loyalty Bign J. E., Snchez I., Andreu L., (2009) "The role of variety seeking in short and long run revisit intentions in holiday destinations", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 Iss: 2, pp.103 - 115 Main Variables Results Intention to return to the destination The results show that there are relevant IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 6 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 Specific variety seeking Perceived value Destination image Satisfaction Switching cost Past switching behavior differences in the antecedents of holiday destination revisit intentions in the short and long term. The main determinants of the intention to return to the destination for the next holiday are past switching behavior, switching costs and specific variety seeking, whereas the assessment of the destination (image and satisfaction) does not have a significant effect. However, in the long term, satisfaction becomes the most relevant antecedent of intentions to return, specific variety seeking maintains its influence, and past switching behavior and switching costs become irrelevant. This previous research is used to support the influence of satisfaction on customer loyalty in the tourism industry Brunner T. A., Stcklin M., Opwis K., (2008) "Satisfaction, image and loyalty: new versus experienced customers", European Journal of Marketing, Vol. 42 Iss: 9/10, pp.1095 - 1105 Dmitrovic, T., Cvelbar, L. K., Kolar, T., Brencic, M. M., Ograjenek, I., abkar, V. (2009) "Conceptualizing tourist satisfaction at the destination level", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 Iss: 2, pp.116 - 126 Main Variables Results Satisfaction The model includes eight latent constructs, Value with tourist satisfaction being the central one. Loyalty The analysis of the antecedents (quality, image, value, and costs and risks) of customer satisfaction provides insights into the processes underlying the creation of satisfaction, while the outcome constructs (complaint behavior and loyalty) indicate the consequences of (dis)satisfaction. This previous research is used to support the influence of satisfaction and value on customer loyalty in the tourism industry Faullant, R., Matzler, K., Fller, J. (2008) "The impact of satisfaction and image on loyalty: the case of Alpine ski resorts", Managing Service Quality, Vol. 18 Iss: 2, pp.163 - 178 IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 7 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 Main Variables Satisfaction Image Loyalty Results The results show that those ski resorts with the highest satisfaction ratings and the highest image ratings have the highest loyalty scores. Among first-time-visitors overall satisfaction is more important than image, with increasing number of repeat visits the importance of overall satisfaction declines and that of image relatively augments. This previous research is used to support the influence of satisfaction on customer loyalty in the tourism industry. Gallarza M. G, Saura I. G., Moreno F. A., (2013) "The quality- value-satisfaction-loyalty chain: relationships and impacts", Tourism Review, Vol. 68 Iss: 1, pp.3 - 20 Main Variables Results Perceived value The empirical findings show that: the chain Satisfaction of constructs service quality-perceived valueLoyalty customer satisfaction-loyalty is once again confirmed in a service setting; affective antecedents (social value, play and aesthetics) are more important determinants of perceived value and satisfaction than cognitive antecedents (efficiency, quality and effort spent); and the model performs better when value is understood as an antecedent of satisfaction than in the opposite case. This previous research is used to support the influence of satisfaction on customer loyalty in the tourism industry \"How competitive is Thai tourism (and what can we do to improve it)? (2010).\" Retrieved 10 Sep 2013 from http://www.scbeic.com/ENG/document/insight_mar10_en Parahoo, S. (2012) "Credit where it is due: drivers of loyalty to credit cards", International Journal of Bank Marketing, Vol. 30 Iss: 1, pp.4 - 19 Main Variables Results Service quality The loyalty model proposed was validated, Value showing that the independent variable, i.e. Involvement customer involvement, had path loadings of IS/Thesis Information Please contact email : msmgt.el@gmail.com Phone call : 02-723-2944 Page 8 ASSUMPTION UNIVERSITY GRADUATE SCHOOL OF eLEARNING Master of Science in Management th SCIT Building 9 floor, 88 Moo 8 Bangna-Trad Km 26, Bang Sao Thong, Samutprakarn 10540 Thailand Tel: + 66 2 7232944 Fax: + 66 2 7232959 Loyalty 0.32 and 0.26 on quality and value, respectively, while both service quality and value had direct effects on loyalty, with path loadings of 0.30 and 0.51, respectively. This previous research is used to support the influence of value on customer loyalty in the tourism industry Tuu, H. H., Olsen, S. O. (2013) "Consideration set size, variety seeking and the satisfactionrepurchase loyalty relationship at a product category level", Asia Pacific Journal of Marketing and Logistics, Vol. 25 Iss: 4, pp.590 - 613 Main Variables Results Satisfaction Consideration set size (CSS) has a positive Loyalty effect on CRL, while variety seeking (VS) has a negative effect on CRL. CSS is foun