Modelling Factors Influencing Consumer Behaviour Towards the Brand Equity of Coffee Machines in Malaysia

Abstract

The goals of this chapter are to examine the application of a customer-based brand equity model based on Aaker's brand equity framework from the viewpoint of consumer behaviour in the coffee machine market in Penang, Malaysia. The theoretical framework of this study is derived from Aaker, namely brand equity model. Brand equity includes four dimensions: brand loyalty, perceived quality, brand awareness, and brand association. Customers or users who possess a coffee machine for home or business usage and are 21 or older are sought as respondents in this research. The chapter uses a structured online questionnaire containing a series of statements based on a 5-point Likert scale. Using convenience sampling, data were successfully collected from a total of 438 respondents. Brand loyalty, perceived quality, brand awareness, and brand association were shown to have a positive and significant influence on brand equity for coffee machine brands in Penang, Malaysia.