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BRAND EQUITY
As brand image are receiving more concerns, brand equity and brand awareness are one of the most crucial factors that affects consumers’ repurchase intention. Aaker (1992) describes brand equity as ‟ a combination of assets and liabilities correlated to a brand name and its symbol, which could give beneficial or detrimental impacts on the commercial values that derives from a product or service” whereas brand awareness is explained by Keller (1993) as the extent to which consumers can recognize a brand during purchase process. The latest research by Esch et al. (2006) state that brand equity has direct impact whereas brand awareness is indirectly influencing consumers’ repurchase intention. They further discuss that brand awareness …show more content…
It is able to provide numerical measures of consumer satisfaction and findings from representative sample for Secret Recipe to access consumer’s perceived quality. By using quantitative methods, the outcome produced are easier to summarize, make comparison and generalize from a larger sample population (Wyse, 2011). To measure the degree of overall consumers’ satisfaction, a survey method will be adopted. A recent research by Nawaz et al. (2013) uses self-administered questionnaires to gather responses from the sample. In addition, closed- ended questionnaire were used for the research by Chi, Yeh and Yang (2008) to study the relationship between brand image and consumers’ purchase intention. For this research, the questionnaire which consists of 18 questions will be adopted from the previous research by Musharraf and Ali (2013). The design of questionnaire will be a concealed and structural questionnaire which consists of two sections such as demographics questions and Likert 5 points scale. Likert scale is one of the most reliable way to measure respondents’ behaviours and attitudes (Vanek, 2012). Based on the research by Curakovic et al. (2013), the first part of the questionnaire should include demographic features of the respondents such as age, gender, races and occupation whereas the …show more content…
(2013), random sampling technique was used to gather data. Therefore, simple random probability sampling method will be adopted for this research to make comparisons with closest competitor, OldTown White Coffee. According to Hair et al. (1998), a sample size of 200 is considered as most suitable sample size. However, a sample size of 300 will be selected for the research. The sample size is big because it is crucial to obtain accurate results and respondents tend to give different responses. Besides, the sample will be divided into distinct categories during the analysis such as different gender, races, age groups, education levels and occupation. Therefore, 300 questionnaires will be dispatched to students from different colleges and universities and shoppers shopping in Sunway Pyramid respectively. Taylors’s College and Taylor’s University will be chosen as the sample for this research in order to select 150 students randomly to be respondents of this research. Another 150 respondents will be the consumers who are shopping in Sunway Pyramid. The selected sampling location are appropriate because it is a convenient site for Secret Recipe to reach respondents as there is an outlet in Sunway Pyramid. Moreover, survey are estimated to be conducted from 10am to 6pm for a three week period on November 2015 by 20 staffs of Secret Recipe. Shoppers in Sunway Pyramid will be approached at random while they are passing by Secret Recipe shop
BRAND EQUITY
As brand image are receiving more concerns, brand equity and brand awareness are one of the most crucial factors that affects consumers’ repurchase intention. Aaker (1992) describes brand equity as ‟ a combination of assets and liabilities correlated to a brand name and its symbol, which could give beneficial or detrimental impacts on the commercial values that derives from a product or service” whereas brand awareness is explained by Keller (1993) as the extent to which consumers can recognize a brand during purchase process. The latest research by Esch et al. (2006) state that brand equity has direct impact whereas brand awareness is indirectly influencing consumers’ repurchase intention. They further discuss that brand awareness …show more content…
It is able to provide numerical measures of consumer satisfaction and findings from representative sample for Secret Recipe to access consumer’s perceived quality. By using quantitative methods, the outcome produced are easier to summarize, make comparison and generalize from a larger sample population (Wyse, 2011). To measure the degree of overall consumers’ satisfaction, a survey method will be adopted. A recent research by Nawaz et al. (2013) uses self-administered questionnaires to gather responses from the sample. In addition, closed- ended questionnaire were used for the research by Chi, Yeh and Yang (2008) to study the relationship between brand image and consumers’ purchase intention. For this research, the questionnaire which consists of 18 questions will be adopted from the previous research by Musharraf and Ali (2013). The design of questionnaire will be a concealed and structural questionnaire which consists of two sections such as demographics questions and Likert 5 points scale. Likert scale is one of the most reliable way to measure respondents’ behaviours and attitudes (Vanek, 2012). Based on the research by Curakovic et al. (2013), the first part of the questionnaire should include demographic features of the respondents such as age, gender, races and occupation whereas the …show more content…
(2013), random sampling technique was used to gather data. Therefore, simple random probability sampling method will be adopted for this research to make comparisons with closest competitor, OldTown White Coffee. According to Hair et al. (1998), a sample size of 200 is considered as most suitable sample size. However, a sample size of 300 will be selected for the research. The sample size is big because it is crucial to obtain accurate results and respondents tend to give different responses. Besides, the sample will be divided into distinct categories during the analysis such as different gender, races, age groups, education levels and occupation. Therefore, 300 questionnaires will be dispatched to students from different colleges and universities and shoppers shopping in Sunway Pyramid respectively. Taylors’s College and Taylor’s University will be chosen as the sample for this research in order to select 150 students randomly to be respondents of this research. Another 150 respondents will be the consumers who are shopping in Sunway Pyramid. The selected sampling location are appropriate because it is a convenient site for Secret Recipe to reach respondents as there is an outlet in Sunway Pyramid. Moreover, survey are estimated to be conducted from 10am to 6pm for a three week period on November 2015 by 20 staffs of Secret Recipe. Shoppers in Sunway Pyramid will be approached at random while they are passing by Secret Recipe shop