The Effect Of Brand Awareness And Brand Image On Consumer Purchase Intention In The Malaysian Fashion Industry

Razavi Rahmani, Seyed Hamed (2011) The Effect Of Brand Awareness And Brand Image On Consumer Purchase Intention In The Malaysian Fashion Industry. Masters thesis, Multimedia University.

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Abstract

This study examines the effect of Brand awareness and Brand image on purchase intention in the fashion industry in Malaysia. Consumers use Brand awareness and Brand image in order to have a wider choice of better judgment and alternatives to make their decision. The impact of brand awareness and brand image on perceived quality and brand loyalty is of a great importance since brand loyalty is the most precious asset for a brand. The goal of this research id to identify the impact of brand awareness and brand image on purchase intention

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) > MBA Programme
Depositing User: Users 1102 not found.
Date Deposited: 16 Nov 2012 03:35
Last Modified: 16 Nov 2012 03:35
URI: http://shdl.mmu.edu.my/id/eprint/3609

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