Thesis (Msc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management Department

Includes bibliography (sheets 39-45)

ABSTRACT
Consumers are not only supported by large brands in today's highly competitive market, but they're still covered by a range of marketing strategies that seek to distinguish their brands from other competitors. Therefore, the objectives of this thesis tends to answer the following questions; (i) what is the impact of brand image on revisit intentions? (ii) what is the impact of brand ambassador on revisit intentions? (iii) what is the impact of brand awareness on revisit intentions? The study utilized Ikogusi as a case study. The study deployed multiple regression technique to analyze this connection. The study used both the online and direct questionnaires which were directed to respondents. In total, 352 well-structured questionnaires were collected and coded for this analysis. The descriptive statistics shows brief information about the variables utilized. Furthermore, the reliability test was carried out to determine the internal consistency of variables deployed. Based on the technique utilised, the following findings were derived: (i) There is a positive connection between brand awareness and Revisit intention. (ii) Brand image influences Revisit intention positively. (iii) There is an insignificant link between brand ambassador and Revisit intention. Recommendations were proposed in line with these findings.