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Is this the right choice? Factors influencing brand consciousness

Nor Syahima, Rosnan (2014) Is this the right choice? Factors influencing brand consciousness. Masters thesis, Universiti Utara Malaysia.

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Abstract

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.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor. > HD28-70 Management. Industrial Management
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 04 Sep 2014 02:25
Last Modified: 17 Apr 2016 04:32
URI: http://etd.uum.edu.my/id/eprint/4056

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