Consumer Perception On Oil Commodity: Brand Image Of Shell

Migin, Melissa Wendy (2007) Consumer Perception On Oil Commodity: Brand Image Of Shell. Masters thesis, University of Multimedia.

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Abstract

This paper is an exploratory study focused on Shells brand in the oil commodity market in Malaysia, more specifically in the states of Kuala Lumpur and Selangor. It presents empirical evidence of consumers perception in terms of brand attributes such as brand personality, perceived value with brand image. Moreover, this study will investigate the relationship between brand image and brand loyalty.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 30 May 2011 08:09
Last Modified: 30 May 2011 08:09
URI: http://shdl.mmu.edu.my/id/eprint/1816

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