The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.]

Abdul Ghani, Wan Soraya and Azman, Nurul Atiqah Amalina and Mohd Rashid, Norhidayah and Abdul Halim, Abdul Hamid (2020) The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.]. Journal of International Business, Economics and Entrepreneurship, 5 (1). pp. 43-49. ISSN 550-1429

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Abstract

This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its positioning. The survey was conducted among the local coffee brand consumers at a local coffee shop conducting its business in a shopping mall. A sample size of 385 respondents were selected from different ages, races, backgrounds, and statuses in this study by convenience sampling. Four distinct forms of elements in the brand marketing communication were thus reviewed, namely: advertising, social media, sponsorship, and corporate social responsibility. In this research, all the elements showed their respective relationship with brand authenticity, whereby the difference was the extent of the relationships' strength in the results. The results shown were gathered via the latest SPSS software. Further discussions on the results were shared in this paper.

Metadata

Item Type: Article
Creators:
Creators
Email
Abdul Ghani, Wan Soraya
wansor2956(@,uitm.edu.my
Azman, Nurul Atiqah Amalina
UNSPECIFIED
Mohd Rashid, Norhidayah
UNSPECIFIED
Abdul Halim, Abdul Hamid
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship
UiTM Journal Collections: UiTM Journal > Journal of International Business, Economics and Entrepreneurship (JIBE)
ISSN: 550-1429
Volume: 5
Number: 1
Page Range: pp. 43-49
Official URL: https://jibe.uitm.edu.my/index.php/en/june-2020
Item ID: 34889
Uncontrolled Keywords: advertising, social media, sponsorship
URI: https://ir.uitm.edu.my/id/eprint/34889

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34889

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