The hybridity of romantika / Nurul Syahirah Muhamad Mohktar

This study investigated the hibridity of Romantika which is the impact of a brand identity and advertising on consumer perceptions. The research problem is to establish the difference between the perceptions of the brand, namely the brand image and the brand identity that the company wishes to estab...

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Main Author:	Muhamad Mohktar, Nurul Syahirah
Format:	Thesis
Language:	English
Published:	2013
Subjects:	Decoration and ornament Design Decorative painting
Online Access:	https://ir.uitm.edu.my/id/eprint/14170/1/TD_NURUL%20SYAHIRAH%20BINTI%20MUHAMAD%20MOHKTAR%20AD%2013_5.pdf
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id	my-uitm-ir.14170
record_format	uketd_dc
spelling	my-uitm-ir.141702017-01-23T08:58:36Z The hybridity of romantika / Nurul Syahirah Muhamad Mohktar 2013 Muhamad Mohktar, Nurul Syahirah Decoration and ornament. Design Decorative painting This study investigated the hibridity of Romantika which is the impact of a brand identity and advertising on consumer perceptions. The research problem is to establish the difference between the perceptions of the brand, namely the brand image and the brand identity that the company wishes to establish. Using a case study design , I gathered data using written questionnaire, oral questionnaire (interview) and Romantika Home Decor observation. Consumer at Romantika Home Decor has been selected . The research examines the feedback of brand identity of Romantika Home Decor. Additionally, I interviewed the consumer about experiences in using product of Romantika Home Decor. The result of data collection shows that consumer of Romantika 's product has been selected. The research examines the feedback of brand identity and advertising of Romantika. Additionally , I interviewed the consumer that using Romantika's product and distributed the questionnaire in Malacca. The first chapter introduced the topic and related aspects of the thesis. It included a brief description of In chapter two the problem analysis will be presented , as well as the main research question and the sub research questions. Chapter one serves as the theoretical foundation of the research. Literature about the concepts brand identity , brand image and brand alignment will be discussed. The chapter deals with defining the concepts, and concludes with a proposed research model that will be applied. The proposed model is based on an alignment framework by Srivastava & Thomas (2010). The purpose is to illustrate the relationship between a company's, channel partners ' and consumer's perspective on a brand. The brand identity prism of Kapferer (2008) will be used to identify these perspectives. 2013 Thesis https://ir.uitm.edu.my/id/eprint/14170/ https://ir.uitm.edu.my/id/eprint/14170/1/TD_NURUL%20SYAHIRAH%20BINTI%20MUHAMAD%20MOHKTAR%20AD%2013_5.pdf text en public other degree Universiti Teknologi MARA Faculty of Art and Design
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Decoration and ornament Design Decorative painting
spellingShingle	Decoration and ornament Design Decorative painting Muhamad Mohktar, Nurul Syahirah The hybridity of romantika / Nurul Syahirah Muhamad Mohktar
description	This study investigated the hibridity of Romantika which is the impact of a brand identity and advertising on consumer perceptions. The research problem is to establish the difference between the perceptions of the brand, namely the brand image and the brand identity that the company wishes to establish. Using a case study design , I gathered data using written questionnaire, oral questionnaire (interview) and Romantika Home Decor observation. Consumer at Romantika Home Decor has been selected . The research examines the feedback of brand identity of Romantika Home Decor. Additionally, I interviewed the consumer about experiences in using product of Romantika Home Decor. The result of data collection shows that consumer of Romantika 's product has been selected. The research examines the feedback of brand identity and advertising of Romantika. Additionally , I interviewed the consumer that using Romantika's product and distributed the questionnaire in Malacca. The first chapter introduced the topic and related aspects of the thesis. It included a brief description of In chapter two the problem analysis will be presented , as well as the main research question and the sub research questions. Chapter one serves as the theoretical foundation of the research. Literature about the concepts brand identity , brand image and brand alignment will be discussed. The chapter deals with defining the concepts, and concludes with a proposed research model that will be applied. The proposed model is based on an alignment framework by Srivastava & Thomas (2010). The purpose is to illustrate the relationship between a company's, channel partners ' and consumer's perspective on a brand. The brand identity prism of Kapferer (2008) will be used to identify these perspectives.
format	Thesis
qualification_name	other
qualification_level	Bachelor degree
author	Muhamad Mohktar, Nurul Syahirah
author_facet	Muhamad Mohktar, Nurul Syahirah
author_sort	Muhamad Mohktar, Nurul Syahirah
title	The hybridity of romantika / Nurul Syahirah Muhamad Mohktar
title_short	The hybridity of romantika / Nurul Syahirah Muhamad Mohktar
title_full	The hybridity of romantika / Nurul Syahirah Muhamad Mohktar
title_fullStr	The hybridity of romantika / Nurul Syahirah Muhamad Mohktar
title_full_unstemmed	The hybridity of romantika / Nurul Syahirah Muhamad Mohktar
title_sort	hybridity of romantika / nurul syahirah muhamad mohktar
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Art and Design
publishDate	2013
url	https://ir.uitm.edu.my/id/eprint/14170/1/TD_NURUL%20SYAHIRAH%20BINTI%20MUHAMAD%20MOHKTAR%20AD%2013_5.pdf
_version_	1783733220328603648

The hybridity of romantika / Nurul Syahirah Muhamad Mohktar

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