Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service

  • Roslilee Ab. Halim Universiti Teknologi MARA
  • Soo-Cheng Chuah Universiti Teknologi MARA
  • Mohd Zawawi Zukfily Nadicorp Holdings Sdn. Bhd, Kuala Lumpur
  • Theng-Huey Goh Universiti Utara Malaysia
Keywords: Brand equity, Purchase intention, Dietetics, Nutrition consultation services, Healthcare market, Marketing strategies

Abstract

The market value of a brand is reflected by brand equity. It signals consumers' recognition and preferability toward certain brands. In a highly competitive market, brand equity becomes crucial as it can lead to customer loyalty and product resilience. Strong brand equity helps a company to stand out among competitors and can significantly influence financial performance by driving higher sales volume and profitability. As more Malaysians shift their lifestyles and become more health-conscious after the COVID-19 pandemic,  the demand in the healthcare market has expanded massively. By focusing on the healthcare market, especially on dietetics and nutrition consultation services, this paper seeks to evaluate how brand equity influences consumers’ intention in making purchases. Four dimensions of brand equity will be investigated, consisting of perceived quality, brand awareness, brand association and brand image. A total of 194 data were collected using the convenience sampling method in the Subang Jaya region, Malaysia. The findings of this study showed that perceived quality, brand awareness, and brand association have a positive significant impact on purchase intention for dietetics and nutrition consultation services while brand image was found to be insignificantly influencing purchase intention. This provides insight and implications for the dietetics and nutrition consultation services market and practitioners, especially in formulating their marketing strategies.

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Published
2024-10-27
How to Cite
Ab. Halim, R., Chuah, S.-C., Zukfily, M. Z., & Goh, T.-H. (2024). Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service. Information Management and Business Review, 16(3S(I)a), 46-55. https://doi.org/10.22610/imbr.v16i3S(I)a.4202
Section
Research Paper