Date of Publication

8-2013

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Defense Panel Chair

Marie Julie B. Tañada

Defense Panel Member

Luz T. Suplico-Jeong
Carmelita M. Walton

Abstract/Summary

This study attempts to establish relationships between brand equity, brand preference, and purchase intent in the increasingly competitive premium residential condominium market in Metro Manila. Brand equity was measured using scales derived from David Aakers customer based brand equity model, and then compared with corresponding survey results regarding brand preference and purchase intent. The collected data was then subjected to linear regression analysis to validate any possible correlations. The effects of each dimension of brand equity as defined by Aaker (loyalty, awareness, associations, and perceived quality) were also explored. To establish a cross-section of the entire industry, data was collected in reference to five major real estate brands (Ayala Land Premier, Shang Properties, Robinsons Luxuria, Century Properties, and Rockwell Land Corporation). Research scope was limited to premium residential condominium units (those priced at about Php 120,000 170,000 per square meter). Furthermore, this study focuses on a psychographic profile herein referred to as the value seeker. Significant and positive correlations were found between brand equity, brand preference, and purchase intent, as supported by a variety of studies that have reported similar findings. Analysis of brand equity dimensions and suggested avenues for further research conclude the paper.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG005458

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

112 leaves ; 4 3/4 in.

Keywords

Condominiums—Philippines—Marketing; Condominiums—Purchasing—Philippines

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