Muhammad Hasbullah Hanif Tajuddin2024-10-042024-10-042019https://studentrepo.iium.edu.my/handle/123456789/2324The objectives of this study are to examine the relationships between consumer-based brand equity and student satisfaction, student satisfaction, and brand loyalty, and the mediation role of student satisfaction in the relationship between customer-based brand equity and brand loyalty in four sampled Malaysian public universities. Using the consumer-based brand equity (CBBE) model as the main conceptual framework, the present study examined five predictor variables (namely physical quality, staff behaviour, ideal-self congruence, brand identification, and lifestyle-congruence) to explain customer satisfaction as a mediator variable and ultimately brand loyalty as a dependent variable. An analysis is conducted using the Partial Least Squares (PLS) method in SmartPLS 3.0 based on a sample of 300 respondents. The study found that three dimensions of CBBE have a significant positive relationship with customer satisfaction. The findings also show that customer satisfaction has an impact on brand loyalty. Customer satisfaction partially mediates the impacts of staff behaviour, ideal-self congruence, and brand identification on brand loyalty, while fully mediating the impacts of physical quality and lifestyle-congruence. Therefore, the findings lend support to H2, H3, H4, H6, H7b, H7c, and H7d, whereas, H1, H5, H7a and H7e are not supported.enCopyright International Islamic University MalaysiaConsumer's preferencesConsumer satisfactionCustomer loyaltyUniversities and colleges -- MalaysiaMaster Thesis