Study on brand competitiveness and customer purchase intention

Ahmad, Abd. Rahman and Md. Sapry, Hairul Rizad and Mohd Adi, Mohd Nazir and Ng , Kim Soon (2013) Study on brand competitiveness and customer purchase intention. In: Proceedings of The 20th International Business Information Management Association Conference, 25-26 March 2013, Kuala Lumpur, Malaysia.

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Abstract

The organizations’ develop brands as a way to create and attract new customers by promoting value, image, loyalty, prestige and lifestyle. They may enjoy a trust or customer loyalty if they able to differentiate the brand from the competitor. Some of the brands have through a change in the organization, but is able to maintain the customer due to strong branding. The purpose of this study is to examine the importance of brand competitiveness in the cement production industry for Company XYZ. For the purpose of this research, both open-ended and the closed questions were adopted in the questionnaire design. Results indicated that the level of knowledge and awareness among customers are some of the factors contributed to the brand success for Company XYZ. Based on the findings, this study has addressed some recommendations in order to create confidence among customers and encourage more customer involvement.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:brand competitiveness; purchase intentions; decision making process
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD45-45.2 Technological innovations. Automation
Divisions:Faculty of Technology Management and Business > Department of Technology Management
ID Code:4120
Deposited By:Normajihan Abd. Rahman
Deposited On:10 Sep 2013 11:44
Last Modified:21 Jan 2015 15:38

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