| ชื่อเรื่อง | : | An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation |
| นักวิจัย | : | Ooi, Seow Chin |
| คำค้น | : | HF5001-6182 Business |
| หน่วยงาน | : | Universiti Sains Malaysia, Malaysia |
| ผู้ร่วมงาน | : | - |
| ปีพิมพ์ | : | 2557 |
| อ้างอิง | : | http://eprints.usm.my/44472/1/OOI%20SEOW%20CHIN.pdf , Ooi, Seow Chin (2014) An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation. Masters thesis, Universiti Sains Malaysia. |
| ที่มา | : | - |
| ความเชี่ยวชาญ | : | - |
| ความสัมพันธ์ | : | http://eprints.usm.my/44472/ |
| ขอบเขตของเนื้อหา | : | - |
| บทคัดย่อ/คำอธิบาย | : | Hotel accommodation are one of the important services sector that contribute to the growth of Malaysian GDP and facing challenges with the rapid changes in economic, social, political, demographic, competition, technological and others that led to consumer behavior changes. In this globalization environment, hoteliers facing stiff competition to attract more visitors for both local and foreign travelers with their limited resources. To stay sustainability, brand equity plays an important role for marketer on market positioning. Thus, Aaker’s Brand Equity Model is adopted in this study to examine the impact of brand awareness, brand loyalty, brand associations, perceived quality and brand image as independent variable to brand equity and the influence of brand equity on Malaysian consumer purchase intention towards hotel accommodations. |
| บรรณานุกรม | : |
Ooi, Seow Chin . (2557). An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation.
กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia. Ooi, Seow Chin . 2557. "An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation".
กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia. Ooi, Seow Chin . "An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation."
กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia, 2557. Print. Ooi, Seow Chin . An Exploratory Study Of Brand Equity And Malaysian Consumer Purchase Intention Towards Hotel Accommodation. กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia; 2557.
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