Asymmetric Effects of Brand Confusion


Reham Saood, Aljohani (2017) Asymmetric Effects of Brand Confusion. Masters thesis, Multimedia University.

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This research work explores the consumers’ behaviour in purchasing different branded shampoo products in Malaysia. This consumer behavioural research has acquired a market summary which definitely enlightens the enrichment of materialising the strategy for the business of branded shampoo products on its industry’s success over here. To venture this research work in Malaysia, University Putra Malaysia has been chosen where a total of one hundred respondents have participated to answer the questionnaires which are constructed on a basis of five point Likert Scale. A purposive non-probability sampling tool has been used to find out the level of consumers’ thoughts and opinions about green confusion, similarity confusion, overload confusion and ambiguity confusion towards brand confusion in Malaysia.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5415.1255 .A45 2017
Uncontrolled Keywords: Branding (Marketing)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Graduate School of Management (GSM)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 30 Oct 2017 10:31
Last Modified: 30 Oct 2017 10:31


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