Citation

Chinnasamy Agamudainambhi, Malarvizhi and Moshfeghi, Nazli and Subramaniam Umapathy, Prabha (2020) Publisher’s Brand Identity Constructs: Influence On Book Sales. Solid State Technology, 63 (2s). pp. 8288-8294. ISSN 0038-111x

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Abstract

The study of consumer behaviour and marketing addresses the parameters that influence thebuying decision along with the use of goods and services including identity, availability, image,advertising, and consumer characteristics (Engel et al., 1986). Bromley (1993) stated that thesefactors might include needs and desires, expectations, understanding availability, attitudes, financialresources and buying decision processes. The key to gaining brand approval from consumersstrongly lies in the relationship between the both which could be explained as the consumer'sperception of that brand. Brand identity should be focused on a firm's business environmentcustomers and competitors. Brand identity influence the business strategy and the brand to satisfy itscustomers (Aaker and Joachimsthaler, 2000). Strong brands influence brand power, customer loyaltyand the ability to charge premium prices to support new products and services.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	05 Oct 2021 02:24
Last Modified:	05 Oct 2021 02:24
URII:	http://shdl.mmu.edu.my/id/eprint/8460

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