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The influence of brand image of Perodua Axia on consumers` decision making


Adzharuddin, Nor Azura and Moses, Ibrahim Oyewole and Yusoff, Siti Zanariah (2017) The influence of brand image of Perodua Axia on consumers` decision making. International Journal of Academic Research in Business and Social Sciences, 7 (6). 1072 - 1087. ISSN 2222-6990

Abstract / Synopsis

The escalating competition in the automobile industry indicates that companies can no longer depend solely on providing functional attributes of their products but also communicating strong brands that can create special image in the eyes of the consumers. While the role of communicating image and personality of brands as some key factors in many brand communication literature has been studied, there seems to be an issue of lack of major and critical studies in particular on buying behavior. Therefore, this study investigated how communicating brand image of Perodua Axia can influence the consumers’ decision to purchase. A sample of 330 consumers of Perodua Axia brand who live in Kuala Lumpur were surveyed using convenience sampling procedure. On analysing the data using Statistical Package for Social Sciences (SPSS) version 21, the results provided support for the conceptual framework. Therefore, the results indicate a significant relationship between brand personality and brand image and consumers’ buying decision. It shows that the brand manager of Perodua Axia should not solely depend on providing functional attributes of the products but also effectively communicate the distinctive features of the brand so as to create special image in the eyes of the consumers and enhance their trust on the brand and influence buying decision.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
DOI Number:
Publisher: Human Resource Management Academic Research Society
Keywords: Brand personality; Brand image; Perceived brand quality; Brand experience; Brand trust and consumers’ buying decision
Depositing User: Mas Norain Hashim
Date Deposited: 27 Aug 2018 09:21
Last Modified: 27 Aug 2018 09:21
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