ANTECEDENTS OF BRAND EQUITY IN HAIR CARE PRODUCTS IN YOUNG PEOPLE IN KLANG VALLEY, MALAYSIA. This research aims to study the relationship between brand association, brand loyalty, brand awareness and social media marketing towards brand equity of hair care products among youth in the Klang Valley.
RESEARCH OVERVIEW
- Research Background
- Beauty and Personal Care Industry
- Hair Care Market
- Trend of Usage of Hair Care Products by Consumers
- Young Adult Consumers
- Problem Statement
- Research Objectives
- General Objectives
- Specific Objectives
- Research Questions
- Hypotheses of the Study
- Significance of the Study
- Chapter Layout
- Conclusion…
Does brand association affect brand equity of hair care products among young adults in the Klang Valley. Does brand awareness affect the brand equity of hair care products among young adults in the Klang Valley.
LITERATURE REVIEW
Literature Review
- Brand Equity
- Brand Association
- Brand Loyalty
- Brand Awarenes
- Social Media Marketing
First, entertainment is referred to as the enjoyable experience that comes from the social media experience (Agichtein, Castillo, Donato & Gionis & Mishne, 2008). Furthermore, social media users can be described as people who seek pleasure in order to be entertained (Manthiou, Chiang, & Tang, 2013).
Review of Relevant Theoretical Models
Another focus of their study was that they examined whether a mediating effect through brand equity is present in the relationship between consumer response and SMEs. Their research findings were that SMEs had a significant relationship with brand equity and the results indicated that brand equity positively influences overall consumer responses and that brand equity is a partial mediator of SMEs.
Proposed Conceptual Framework
Hypotheses Development
- The Relationship between Brand Association and Brand Equity…. 32
- The Relationship between Brand Awareness and Brand Equity
- The Relationship between Social Media Marketing
H1: There is a significant relationship between brand association and brand value of hair care products among young adults in Klang Valley. H3: There is a significant relationship between brand loyalty and brand equity of hair care products among young adults in Klang Valley. Based on the research of Sasmita and Mohd Suki (2014), brand awareness and brand equity have the strongest correlation.
Thus, brand awareness is expected to provide a positive significant relationship with brand equity despite some negative results in the previous research. H3: There is a significant relationship between brand awareness and brand equity of hair care products among young adults in Klang Valley. Additionally, a study conducted under the facets of the social exchange theory examined the relationship of social media marketing and brand equity (Son, Narasimhan & Riggins, 2005).
H4: There is a significant relationship between social media marketing and brand equity of hair care products among young adults in the Klang Valley.
Conclusion
RESEARCH METHODOLOGY
- Research Design
- Quantitative Research
- Descriptive Research
- Data Collection Methods
- Primary Data
- Secondary Data
- Sampling Design
- Target Population
- Sampling Frame and Location
- Sampling Elements
- Sampling Technique
- Sampling Size
- Research Instrument
- Questionnaire Design
- Pilot Test
- Construct Measurement
- Origin of Constructs
- Scale of Measurement
- Data Processing
- Questionnaire Checking
- Data Editing
- Data Coding
- Data Transcribing
- Data Cleaning
- Data Analysis
- Descriptive Analysis
- Scale Measurement…
- Inferential Analysis
- Conclusion
Social media marketing 6 Content of the preferred hair care brand/product's social media looks interesting. Nominal scale helps to distinguish the categories of each of the variables involved in the research (Saunders, Lewis and Thornhill, 2012). It is also used for the research as it helps to test the strength of the relationship of each item with the respondents.
Section A (General Information) of the questionnaire helped to identify and collect information on the purchasing pattern and buying behavior of hair care products from the respondents. The process of viewing and inspecting the questionnaire is an ongoing process that is carried out from the beginning of the first set of questionnaires that were prepared for the research study (Saunders et al., 2012). This phase will help reduce errors in the questionnaire making data collection more reliable thus increasing the standard of the research.
Reliability shows the internal consistency of the measurement related to the uniformity of the measurement (Saunders et al., 2009).
DATA ANALYSIS
Descriptive Analysis
- Respondent Demographic Profile
- Respondent General Information
- Descriptive Statistics
As depicted above, it shows that the majority of them bought hair care products only sometimes, which is the highest percentage of 47.4%. However, the respondents who buy hair care products very often are the ones who made up the lowest percentage and the smallest number of respondents, which are 3.3% and 5 respondents respectively. The above table and figure shows that most of the respondents have last bought hair care products within the last 1-3 months, which is 67 out of 152 respondents or 44.1%.
It is followed by 30.3% of those who bought hair care products in less than a month, the second highest at 30.3%. Subsequently, it turned out that only a small percentage of the 152 respondents bought hair care products in the last 3-6 months and the last 6 months-1 year, namely 10.5% and 15.5%. On the other hand, the second highest percentage i.e. 29.6% is represented by those who spend less than RM 50 on hair care products per visit, which is 45.
Moreover, the smallest percentage of 6.8% of them listed other hair care brands that they used before, namely Himalaya, L'Oreal, Tsubaki, Feather, Princess Molan and others.
Scale Measurement
- Internal Reliability Test…
Inferential Analysis
- Pearson Correlation Analysis
- Multiple Regression Analysis
- Hypotheses Testing
H0: There is no significant positive relationship between brand association and brand share of hair care products among young adults in Klang Valley. H1: There is a significant positive relationship between brand association and brand share of hair care products among young adults in Klang Valley. H0: There is no significant positive relationship between brand loyalty and brand equity of hair care products among young adults in Klang Valley.
H2: There is a significant positive relationship between brand loyalty and brand equity of hair care products among young adults in Klang Valley. H0: There is no significant positive relationship between brand awareness and brand equity of hair care products among young adults in Klang Valley. H3: There is a significant positive relationship between brand awareness and brand equity of hair care products among young adults in Klang Valley.
H0: There is no significant positive relationship between social media marketing and brand equity of hair care products among young adults in the Klang Valley.
Conclusion
Introduction
There is a significant positive relationship between brand loyalty and brand equity of hair care products among young adults in the Klang Valley. There is a significant positive relationship between social media marketing and brand equity of hair care products among young adults in the Klang Valley. Research Question 1: Does brand association affect brand equity of hair care products among young adults in the Klang Valley.
Research question 2: Does brand loyalty affect the brand value of hair care products among young adults in Klang Valley. Research question 3: Does brand awareness affect the brand value of hair care products among young adults in Klang Valley. Research question 4: Does social media marketing affect the brand value of hair care products among young adults in Klang Valley.
A survey of antecedent brand values in hair care products among young adults in the Klang Valley.
Summary of Statistical Analysis …
- Descriptive Analyses …
- Scale Measurement
- Inferential Analysis
- Pearson Correlation
- Multiple Regression Analysis
Discussions of Major Findings
- Brand Association
- Brand Loyalty
- Brand Awareness
- Social Media Marketing
To identify whether brand association affects young adults' hair care brand equity in the Klang Valley. There is a significant positive relationship between brand association and brand equity of hair care products among young adults in the Klang Valley. To identify whether brand loyalty affects young adults' hair care brand equity in the Klang Valley.
To identify whether brand awareness affects young adults' hair care brand equity in the Klang Valley. There is a significant positive correlation between brand awareness and brand equity of hair care products among young adults in the Klang Valley. H1: There is a significant positive relationship between brand loyalty and brand equity of hair care products among young adults in the Klang Valley.
Research Objective 4: To identify whether social media marketing affects youth hair care brand equity in the Klang Valley.
Implications of the Study
- Managerial Implications
- Brand Association
- Brand Loyalty
- Brand Awareness …
- Social Media Marketing …
Among all the independent variables tested for this research, brand loyalty plays the strongest and most important role in influencing brand equity of hair care products among young adults in Klang Valley. According to the research, the relationship between brand awareness and brand equity of hair care products among young adults in Klang Valley is significant. The research findings discovered that social media marketing is another contributing factor affecting brand share of hair care products among young adults in Klang Valley.
Therefore, it is necessary for managers among companies or brands that produce hair care products to take note of their brand's social media presence, effectiveness and efficiency so that it can positively influence the brand value. For example, they can share their brand's new and exciting developments on their new line of hair care products, or share news and opinions from customers who have reviewed their hair care products in their social media space. In addition, they can use their social media site to inform customers about exclusive offers and promotions for the hair care products.
In addition, it is recommended that the social media content creator of the particular hair care brand should create an original content, in a unique and interesting way, instead of using the easy way to create content, which is to use curated content.
Limitations of the Study
Recommendations for Future Research
Conclusion
The role of social media marketing in building brand equity - a special reference to the travel and tourism industry in Sri Lanka. The impact of social media marketing medium on purchase intent and brand loyalty among generation Y. Using free association to examine the relationship between brand association characteristics and brand equity.
The impact of social media marketing on brand equity towards the purchase intention of Starbucks Indonesia. ICT, IMC, and brand equity in high-quality hotels of Dalmatia: an analysis of guest perceptions. He Effect of brand equity on customer satisfaction: an empirical study based on David Aaker's brand equity model.
To examine the application and practicality of Aaker's brand equity model in relation to repeat purchase decision for imported beauty care products (A study of female customers of Pakistan).
Questionnaire
3 There are reasons to buy this particular product/brand rather than the competing product/brand that appeared on social media. 4 I usually use my regular product/brand as my first choice compared to the other product/brand. 1 I can quickly recall the symbol or logo of the hair care products/brands in various marketing activities or locations.
2 Some characteristics of my common product/brand that appear in different situations or marketing activities quickly come to mind. 3 I am aware of hair care products/brands on the market. product/brand in comparison with the other competing product/brand. 1 It makes sense to buy my regular brand instead of any other brand even though they have similar features.
3 It makes sense to buy my regular brand of hair care over another brand, even if they are of the same quality.
Pilot Test
Central Tendencies
Reliability Analysis
