The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.]
This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its po...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi MARA Shah Alam
2020
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| Online Access: | https://ir.uitm.edu.my/id/eprint/34889/ |
| _version_ | 1848808656429121536 |
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| author | Abdul Ghani, Wan Soraya Azman, Nurul Atiqah Amalina Mohd Rashid, Norhidayah Abdul Halim, Abdul Hamid |
| author_facet | Abdul Ghani, Wan Soraya Azman, Nurul Atiqah Amalina Mohd Rashid, Norhidayah Abdul Halim, Abdul Hamid |
| author_sort | Abdul Ghani, Wan Soraya |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its positioning. The survey was conducted among the local coffee brand consumers at a local coffee shop conducting its business in a shopping mall. A sample size of 385 respondents were selected from different ages, races, backgrounds, and statuses in this study by convenience sampling. Four distinct forms of elements in the brand marketing communication were thus reviewed, namely: advertising, social media, sponsorship, and corporate social responsibility. In this research, all the elements showed their respective relationship with brand authenticity, whereby the difference was the extent of the relationships' strength in the results. The results shown were gathered via the latest SPSS software. Further discussions on the results were shared in this paper. |
| first_indexed | 2025-11-14T23:02:11Z |
| format | Article |
| id | uitm-34889 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T23:02:11Z |
| publishDate | 2020 |
| publisher | Universiti Teknologi MARA Shah Alam |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-348892020-10-05T05:29:18Z https://ir.uitm.edu.my/id/eprint/34889/ The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] jibe Abdul Ghani, Wan Soraya Azman, Nurul Atiqah Amalina Mohd Rashid, Norhidayah Abdul Halim, Abdul Hamid Branding (Marketing) Market segmentation. Target marketing This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its positioning. The survey was conducted among the local coffee brand consumers at a local coffee shop conducting its business in a shopping mall. A sample size of 385 respondents were selected from different ages, races, backgrounds, and statuses in this study by convenience sampling. Four distinct forms of elements in the brand marketing communication were thus reviewed, namely: advertising, social media, sponsorship, and corporate social responsibility. In this research, all the elements showed their respective relationship with brand authenticity, whereby the difference was the extent of the relationships' strength in the results. The results shown were gathered via the latest SPSS software. Further discussions on the results were shared in this paper. Universiti Teknologi MARA Shah Alam 2020-06 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/34889/1/34889.pdf Abdul Ghani, Wan Soraya and Azman, Nurul Atiqah Amalina and Mohd Rashid, Norhidayah and Abdul Halim, Abdul Hamid (2020) The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.]. (2020) Journal of International Business, Economics and Entrepreneurship (JIBE) <https://ir.uitm.edu.my/view/publication/Journal_of_International_Business,_Economics_and_Entrepreneurship_=28JIBE=29.html>, 5 (1). pp. 43-49. ISSN 550-1429 https://jibe.uitm.edu.my/index.php/en/june-2020 |
| spellingShingle | Branding (Marketing) Market segmentation. Target marketing Abdul Ghani, Wan Soraya Azman, Nurul Atiqah Amalina Mohd Rashid, Norhidayah Abdul Halim, Abdul Hamid The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] |
| title | The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] |
| title_full | The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] |
| title_fullStr | The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] |
| title_full_unstemmed | The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] |
| title_short | The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.] |
| title_sort | relationship of brand marketing communication and brand authenticity / wan soraya wan abdul ghani …[et al.] |
| topic | Branding (Marketing) Market segmentation. Target marketing |
| url | https://ir.uitm.edu.my/id/eprint/34889/ https://ir.uitm.edu.my/id/eprint/34889/ |