The Effects Of Brand Image In Purchasing Of Online Marketing Among University Students

Ahamat, Amiruddin and Shahkat Ali, Muhamad Sham and Zahari, Nor Akmal Nabihah (2018) The Effects Of Brand Image In Purchasing Of Online Marketing Among University Students. International Journal Of Enterprise Network Management, 9 (3/4). pp. 390-406. ISSN 1748-1252

Text IJENM0903-0415 AHAMAT THE EFFECTS OF BRAND IMAGE IN PURCHASING OF ONLINE MARKETING AMONG UNIVERSITY STUDENTS.pdf - Accepted Version Restricted to Registered users only Download (329kB)

Abstract

The brand image can give a huge impact to the marketer and the consumer as the buyer of the product. The brand image factor can also motivate consumer in their purchasing decision because the brand image may reflect the product itself. The purpose of this paper is to elaborate the relation between the awareness of a brand and the intention of buying a brand. There were several brand image factors highlighted in this research which is pricing, advertisement, brand name and quality of the product. A quantitative method was used through an online questionnaire in order to prove the factors that can affect the brand image in online marketing among university students. Based on the results, several factors were identified as the contributing effect on a brand image which is the price of a product, advertisement of product and the quality of a product.

Item Type:	Article
Uncontrolled Keywords:	online marketing; brand image; brand image factors.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Technology Management and Technopreneurship > Department of Technopreneurship
Depositing User:	Mohd Hannif Jamaludin
Date Deposited:	17 Jul 2019 07:46
Last Modified:	24 Aug 2021 19:56
URI:	http://eprints.utem.edu.my/id/eprint/22862
Statistic Details:	View Download Statistic

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