The Impact of Memory Factors in Advertising Retrieval Cues on Food and Beverage Brand Evaluations among Malaysian Generation Z

Low, Helen Zhi Ying (2025) The Impact of Memory Factors in Advertising Retrieval Cues on Food and Beverage Brand Evaluations among Malaysian Generation Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text Low Zhi Ying Helen_Full Text.pdf Restricted to Registered users only Download (3MB)

Abstract

This study investigates the influence of advertising cues on brand loyalty among Generation Z consumers within the food and beverage industry. In today’s highly digitalized environment, advertising cues such as logos, colors, slogans, jingles, and packaging play a critical role in shaping consumer perceptions and purchasing behaviors. Given that Gen Z is the most digitally connected generation, their media habits and reliance on social media platforms such as TikTok, Instagram, and YouTube significantly affect how they respond to brand messages. The research adopts a quantitative approach, using an online survey distributed via Google Forms and social media platforms. The questionnaire consists of three sections: demographic profile, exposure and perception of advertising cues, and brand loyalty. A sample of 100 respondents from the Gen Z age group will be collected to test the relationship between advertising cues and brand loyalty. The Elaboration Likelihood Model (ELM) serves as the theoretical framework, providing insights into how advertising cues are processed either through the central or peripheral route of persuasion