Citation

Rohaizad, Farah Hanis and Ahmad, Mokhtarrudin and Raja Razali, Raja Razana (2021) The influence of brand story towards perceived brand image on Malaysian airline industry. Journal of Communication, Language and Culture, 1 (1). pp. 13-39. ISSN 2805-444X

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Abstract

The public’s perception towards brands varies from one to another. Consumers’ purchasing behaviours keep changing over the years, and people are no longer interested with a one-way flow of communication when it comes to purchasing, or in simpler words, consumers “don't like to be sold”. Brand story is one of the strongest marketing strategies that most of the big companies apply to grow their business as well as to portray a good company image. Studies show that the influence of brand story is powerful in building a positive brand image, for it can empower and motivate the audience, convey purpose, and enhance customers' purchasing experience. The purpose of this paper is to identify the respondents’ perception of brand story, to ascertain their levels of perceived brand image, as well as to examine the relationship between the perception of brand story and perceived brand image. A survey through the use of a questionnaire was carried out, and 384 respondents participated, and the results indicate a significant value on the relationship between the influence of brand story and perceived brand image.

Item Type:	Article
Uncontrolled Keywords:	Brand story, brand image, airline industry
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	26 Nov 2021 07:33
Last Modified:	26 Nov 2021 07:33
URII:	http://shdl.mmu.edu.my/id/eprint/9787

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