Is this the right choice? Factors influencing brand consciousness
The aim of this study is to investigate the factors influencing Brand Consciousness. The researcher used dimensions from various researchers on a sample of 250 local university undergraduate students. Questionnaire was used to gather information. The findings showed that there is a significant relat...
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2014
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Universiti Utara Malaysia |
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Adam, Mohamad Zainol Abidin |
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HD28-70 Management Industrial Management |
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HD28-70 Management Industrial Management Nor Syahima, Rosnan Is this the right choice? Factors influencing brand consciousness |
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The aim of this study is to investigate the factors influencing Brand Consciousness. The researcher used dimensions from various researchers on a sample of 250 local university undergraduate students. Questionnaire was used to gather information. The findings showed that there is a significant relationship between High-Quality Conscious, Price Conscious, Impulse Conscious, Brand-Loyalty Conscious, and Brand Consciousness. The result of the multiple regression showed that Brand Loyalty has the highest influenced on Brand Consciousness.
Recommendation, implication and direction for future research also discussed. |
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Thesis |
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Master's degree |
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Nor Syahima, Rosnan |
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Nor Syahima, Rosnan |
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Nor Syahima, Rosnan |
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Is this the right choice? Factors influencing brand consciousness |
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Is this the right choice? Factors influencing brand consciousness |
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Is this the right choice? Factors influencing brand consciousness |
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Is this the right choice? Factors influencing brand consciousness |
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Is this the right choice? Factors influencing brand consciousness |
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is this the right choice? factors influencing brand consciousness |
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Universiti Utara Malaysia |
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Othman Yeop Abdullah Graduate School of Business |
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2014 |
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https://etd.uum.edu.my/4056/1/s813334.pdf https://etd.uum.edu.my/4056/2/s813334_abstract.pdf |
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my-uum-etd.40562022-08-03T03:34:50Z Is this the right choice? Factors influencing brand consciousness 2014 Nor Syahima, Rosnan Adam, Mohamad Zainol Abidin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HD28-70 Management. Industrial Management The aim of this study is to investigate the factors influencing Brand Consciousness. The researcher used dimensions from various researchers on a sample of 250 local university undergraduate students. Questionnaire was used to gather information. The findings showed that there is a significant relationship between High-Quality Conscious, Price Conscious, Impulse Conscious, Brand-Loyalty Conscious, and Brand Consciousness. The result of the multiple regression showed that Brand Loyalty has the highest influenced on Brand Consciousness. Recommendation, implication and direction for future research also discussed. 2014 Thesis https://etd.uum.edu.my/4056/ https://etd.uum.edu.my/4056/1/s813334.pdf text eng public https://etd.uum.edu.my/4056/2/s813334_abstract.pdf text eng public masters masters Universiti Utara Malaysia Akturan, U., and Tezcan, N. (2007). Profiling young adults: Decision-making styles of college students for apparel products. 6eme Journees Normandes de Reserche sur la Consommation: Societe et consommations. Bakewell, C., and Mitchell V.W. (2006). Male Versus Female Consumer Decision-MakingStyle. Journal of Business Research, 59, 1297-1300. Bauer,H.H., Sauer,N.E., and Becker, C. (2006) Investigating the relationship between product involvement and consumer decision-making styles. Journal of Consumer Behaviour, 5(4) , 342-354. Bellenger, D. N., and Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92. Bettman, J. R. (1979). 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B., and Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279. Stone, G. P. (1954) City shoppers and urban identification: Observations on the social psychology of city life. American Journal of Sociology, 36-45. Underhill (2000), Why we buy: science of shopping, Simon and Schuster Publishing, New York. Walsh, G., Mitchell, V. W. and Thurau, T. H. (2001). German Consumer Decision Making Styles”, Journal of Consumer Affairs, Vol. 35, No.1, pp. 73-95. Warwick, J. and Mansfield, P. (2000). Credit card consumers: College Students‟ Knowledge and Attitude. Journal of Consumer Marketing, Vol. 17, No. 7, pp. 617-626. |