Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
The focus of this study is on Prudential BSN Takaful Berhad (PruBSN) in understanding the influence of brand recognition. There is another insurance company that carries ‘Prudential’ as part of its company name which is Prudential Assurance Malaysia Berhad (PAMB). Since there are two insurance compa...
| Main Authors: | , , |
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| Format: | Student Project |
| Language: | English |
| Published: |
Arshad Ayub Graduate Business School
2018
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/26201/ |
| _version_ | 1848806465414889472 |
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| author | Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia |
| author_facet | Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia |
| author_sort | Mat Zin, Zakaria |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The focus of this study is on Prudential BSN Takaful Berhad (PruBSN) in understanding the influence of brand recognition. There is another insurance company that carries ‘Prudential’ as part of its company name which is Prudential Assurance Malaysia Berhad (PAMB). Since there are two insurance companies carrying the same prominent name, there is a brand confusion issue among the policyholders or customers.. This brand confusion has caused a negative impact on PruBSN. The purpose of this study is to assist PruBSN to overcome the issue of this brand confusion by looking at the factors that influence brand recognition. The research framework has been constructed with three postulated independent variables (IVs) on brand recognition.. The objectives of the study were to study the relationship between product knowledge, product innovation and brand experience as the IVs, towards brand recognition and to determine the strength of each variables on brand recognition. To achieve this, correlation and regression analysis were conducted using SPSS, the statistical analysis software. The researchers have also used SWOT analysis to study the situational analysis of PruBSN. Some recommendations were developed based on the SWOT and TOWS analyses. Using a quantitative method of survey to gather the data, an online data collection process ensued. The researchers managed to collect 120 completed responses. The study concludes that only brand experience has the strongest influence on brand recognition |
| first_indexed | 2025-11-14T22:27:22Z |
| format | Student Project |
| id | uitm-26201 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:27:22Z |
| publishDate | 2018 |
| publisher | Arshad Ayub Graduate Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-262012023-03-08T02:16:36Z https://ir.uitm.edu.my/id/eprint/26201/ Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia Management. Industrial Management Work groups. Teams in the workplace Malaysia The focus of this study is on Prudential BSN Takaful Berhad (PruBSN) in understanding the influence of brand recognition. There is another insurance company that carries ‘Prudential’ as part of its company name which is Prudential Assurance Malaysia Berhad (PAMB). Since there are two insurance companies carrying the same prominent name, there is a brand confusion issue among the policyholders or customers.. This brand confusion has caused a negative impact on PruBSN. The purpose of this study is to assist PruBSN to overcome the issue of this brand confusion by looking at the factors that influence brand recognition. The research framework has been constructed with three postulated independent variables (IVs) on brand recognition.. The objectives of the study were to study the relationship between product knowledge, product innovation and brand experience as the IVs, towards brand recognition and to determine the strength of each variables on brand recognition. To achieve this, correlation and regression analysis were conducted using SPSS, the statistical analysis software. The researchers have also used SWOT analysis to study the situational analysis of PruBSN. Some recommendations were developed based on the SWOT and TOWS analyses. Using a quantitative method of survey to gather the data, an online data collection process ensued. The researchers managed to collect 120 completed responses. The study concludes that only brand experience has the strongest influence on brand recognition Arshad Ayub Graduate Business School 2018 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/26201/1/PPm_ZAKARIA%20MAT%20ZIN%20AAGS%2018_5.pdf Mat Zin, Zakaria and Zakaria, Noorliyana and Othman, Intan Nadia (2018) Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman. (2018) [Student Project] (Unpublished) |
| spellingShingle | Management. Industrial Management Work groups. Teams in the workplace Malaysia Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman |
| title | Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman |
| title_full | Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman |
| title_fullStr | Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman |
| title_full_unstemmed | Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman |
| title_short | Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman |
| title_sort | factors influencing brand recognition: a case of prudential bsn takaful berhad / zakaria mat zin, noorliyana zakaria and intan nadia othman |
| topic | Management. Industrial Management Work groups. Teams in the workplace Malaysia |
| url | https://ir.uitm.edu.my/id/eprint/26201/ |