The effectiveness of branding at Telekom Malaysia Berhad (TM) / Nik Mohd Hanis Zakaria

Zakaria, Nik Mohd Hanis (2009) The effectiveness of branding at Telekom Malaysia Berhad (TM) / Nik Mohd Hanis Zakaria. [Student Project] (Unpublished)

Abstract

The research study is carried out to analyze and identify the factors that influence the effectiveness of branding at Telekom Malaysia Berhad (TM). Actually, the factors that exactly influence brand effectiveness is analyzed and examined by using four major independent variables; promotion, price, service quality and product. It is crucial to analyze and well understand the accurate factors that influence brand effectiveness so that TM brand can last in customers mind and always be a brand of customer’s choice. Therefore, in gaining the customers responses and views, researcher has distributed 80 questionnaires to 80 respondents that are limited to the TM customers in the area of Pasir Puteh Kelantan only. Based on the result, from the examining and analysis of data, there is moderate relationship between promotion, price, product, service quality and brand effectiveness. Hence, it is well-approved that promotion, price, product and service quality are the factors that influence brand effectiveness for Telekom Malaysia (TM) brand.

Metadata

Item Type: Student Project
Creators:
CreatorsID Num. / Email
Zakaria, Nik Mohd Hanis2006142959
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing (BA240)
Item ID: 27474
Uncontrolled Keywords: Branding; Promotion; Price; Service quality; Product
URI: http://ir.uitm.edu.my/id/eprint/27474

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