FACTORS INFLUENCING BRAND EQUITY ON BUBBLE MILK TEA BRANDS IN KLANG VALLEY

Abstract

The bubble milk tea industry in Malaysia which was thought to have died down in the recent years since its first appearance in 2010, has made a resurgence. At the point of conducting this research, there are almost 100 brands of bubble milk tea in Malaysia and it is not surprising that some of these shops are selling more than a thousand cups a day. However, there has been limited research conducted on factors influencing brand equity on bubble milk tea brands in Klang Valley. This study is to investigate whether brand loyalty, perceived quality, brand awareness and brand association influence brand equity on bubble milk tea brands in Klang Valley through distribution of online questionnaires.

Data derived from responses of 431 respondents through convenience sampling were analysed using SPSS v25. Hypotheses testing performed through simple linear regression revealed that brand loyalty, perceived quality, brand awareness and brand association have positive significant influence on brand equity on bubble milk tea brands in Klang Valley. It was also demonstrated that brand loyalty has the most significance influence on brand equity with a coefficient determination of 0.62(62%).

Organizations in the bubble milk tea industries are able to benefit from these findings by prioritizing their marketing strategies to gain competitive edge over their competitors. With findings that brand loyalty having the most significance influence, marketers with limited resources can narrow down their options and focus on this specific dimension to increase their brand value.