Factors influencing brand awareness of feminine hygiene products among young female adults / Rohani Jangga ...[et al.]

Jangga, Rohani and M Ali, Norlina and Shahwir, Siti Farrah and Ali, Alizah and Ab Rani, Nur Hanani (2019) Factors influencing brand awareness of feminine hygiene products among young female adults / Rohani Jangga ...[et al.]. In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 6th . UiTM Cawangan Johor, Segamat, Johor, p. 69.

Abstract

This paper studied the effects of distribution, price, advertising and brand activation on brand awareness among female adults in a college. Data from 100 respondents are analyzed using descriptive, correlation and multiple regression analysis. Empirical results authenticated that brand activation significantly affects brand awareness. Input regarding the effects of distribution, price, advertising and brand activation on brand awareness among respondents would be crucial in helping marketers formulate strategies to enhance their brand awareness, obtain competitive advantage and business sustainability among young consumer markets. Empirical findings offer academic contributions to the existing body of knowledge of consumer behavior. The findings indicated price and advertising as significant towards brand awareness.

Metadata

Item Type: Book Section
Creators:
Creators
Email / ID Num.
Jangga, Rohani
-
M Ali, Norlina
-
Shahwir, Siti Farrah
-
Ali, Alizah
-
Ab Rani, Nur Hanani
-
Contributors:
Contribution
Name
Email / ID Num.
Patron
Kassim, Mohd Azraai
UNSPECIFIED
Patron
Joyosumarto, Subarjo
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Series Name: Secretariat of IABC 2019
Volume: 6th
Page Range: p. 69
Keywords: Females; feminine hygiene products; brand awareness; roadshows; UiTM Cawangan Johor
Date: 2019
URI: https://ir.uitm.edu.my/id/eprint/38439
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38439

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