文章基本信息

标题：The Influence of Brand Image of Perodua Axia on Consumer’s Decision Making
本地全文：下载
作者：Nor Azura Adzharuddin ; Ibrahim Oyewole Moses ; Siti Zanariah Yusoff 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2017
卷号：7
期号：6
页码：1072-1087
DOI：10.6007/IJARBSS/v7-i6/3067
语种：English
出版社：Human Resource Management Academic Research Society
摘要：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.