The influence of brand image of Perodua Axia on consumers' decision making
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 p...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Human Resource Management Academic Research Society
2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/63476/ http://psasir.upm.edu.my/id/eprint/63476/1/The%20Influence%20of%20Brand%20Image%20of%20Perodua%20Axia%20on%20Consumers%60%20Decision%20Making.pdf |
| _version_ | 1848854798742323200 |
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| author | Adzharuddin, Nor Azura Moses, Ibrahim Oyewole Yusoff, Siti Zanariah |
| author_facet | Adzharuddin, Nor Azura Moses, Ibrahim Oyewole Yusoff, Siti Zanariah |
| author_sort | Adzharuddin, Nor Azura |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T11:15:36Z |
| format | Article |
| id | upm-63476 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T11:15:36Z |
| publishDate | 2017 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-634762020-02-19T06:13:54Z http://psasir.upm.edu.my/id/eprint/63476/ The influence of brand image of Perodua Axia on consumers' decision making Adzharuddin, Nor Azura Moses, Ibrahim Oyewole Yusoff, Siti Zanariah 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. Human Resource Management Academic Research Society 2017-06 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/63476/1/The%20Influence%20of%20Brand%20Image%20of%20Perodua%20Axia%20on%20Consumers%60%20Decision%20Making.pdf 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). pp. 1072-1087. ISSN 2222-6990 http://hrmars.com/index.php/journals/papers/IJARBSS/v7-i6/3067 10.6007/IJARBSS/v7-i6/3067 |
| spellingShingle | Adzharuddin, Nor Azura Moses, Ibrahim Oyewole Yusoff, Siti Zanariah The influence of brand image of Perodua Axia on consumers' decision making |
| title | The influence of brand image of Perodua Axia on consumers' decision making |
| title_full | The influence of brand image of Perodua Axia on consumers' decision making |
| title_fullStr | The influence of brand image of Perodua Axia on consumers' decision making |
| title_full_unstemmed | The influence of brand image of Perodua Axia on consumers' decision making |
| title_short | The influence of brand image of Perodua Axia on consumers' decision making |
| title_sort | influence of brand image of perodua axia on consumers' decision making |
| url | http://psasir.upm.edu.my/id/eprint/63476/ http://psasir.upm.edu.my/id/eprint/63476/ http://psasir.upm.edu.my/id/eprint/63476/ http://psasir.upm.edu.my/id/eprint/63476/1/The%20Influence%20of%20Brand%20Image%20of%20Perodua%20Axia%20on%20Consumers%60%20Decision%20Making.pdf |