Abstract
Branding is an image for a business where they were used by the consumer as perception towards the brand. The purpose of this study is to investigate the impact of branding on consumer buying behavior towards Samsung smart phone. Advertisement, brand image, brand association and brand loyalty are the characteristics of consumer buying behavior that used in this study. This study was conducted in Bandaraya Melaka by using purposive sampling technique. Data were collected from 100 respondents by using structured questionnaire and Statistical Package for the Social Sciences (SPSS) were used to analyze the results. The results shows that advertisement, brand image, brand association and brand loyalty have positive relationships with consumer buying behavior. Moreover, the variable that gives the most impact towards consumer buying behavior is brand association. Based on this study, there were some recommendation that has been made for the company and the future researcher.
Metadata
| Item Type: | Student Project |
|---|---|
| Creators: | Creators Email / ID Num. Mohd Rohari, Mohd Sharizami UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing 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 H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling |
| Divisions: | Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management |
| Keywords: | Branding; Consumer buying behavior; Advertisement; Brand image; Brand association; Brand loyalty |
| Date: | 2018 |
| URI: | https://ir.uitm.edu.my/id/eprint/21550 |
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