Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
In this modern competitive environment, many brands are available for the consumers to choose, which provide similar kind of benefits. In current scenario brand personality is very important for the companies to position their brand in the market. It is very important to differentiate our offerings...
| Main Authors: | , , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://umpir.ump.edu.my/id/eprint/25096/1/brand%20personality%20paper%20ICohSE4%202017.pdf |
| _version_ | 1796993404548153344 |
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| author | Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad |
| author_facet | Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad |
| author_sort | Ida Rizyani, Tahir |
| collection | UMP |
| description | In this modern competitive environment, many brands are available for the consumers to choose, which provide similar kind of benefits. In current scenario brand personality is very important for the companies to position their brand in the market. It is very important to differentiate our offerings from those of the competitors. In this context, brand personality plays an important role to identify and differentiate the product as companies increasingly enter and exit the market. Brand personality can be defined as the set of personality traits of human which are attributed to a brand. The purpose of this study is to categorise the important dimensions of brand personality among generation Y. The study adopted quantitative method and questionnaires being distributed randomly The results of this study shows that sincerity is the most important dimension of brand personality which affect the purchase intention of young consumers. |
| first_indexed | 2024-03-06T12:33:29Z |
| format | Conference or Workshop Item |
| id | UMPir25096 |
| institution | Universiti Malaysia Pahang |
| language | English |
| last_indexed | 2024-03-06T12:33:29Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | UMPir250962022-07-07T03:50:12Z http://umpir.ump.edu.my/id/eprint/25096/ Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad HD Industries. Land use. Labor In this modern competitive environment, many brands are available for the consumers to choose, which provide similar kind of benefits. In current scenario brand personality is very important for the companies to position their brand in the market. It is very important to differentiate our offerings from those of the competitors. In this context, brand personality plays an important role to identify and differentiate the product as companies increasingly enter and exit the market. Brand personality can be defined as the set of personality traits of human which are attributed to a brand. The purpose of this study is to categorise the important dimensions of brand personality among generation Y. The study adopted quantitative method and questionnaires being distributed randomly The results of this study shows that sincerity is the most important dimension of brand personality which affect the purchase intention of young consumers. 2017 Conference or Workshop Item PeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/25096/1/brand%20personality%20paper%20ICohSE4%202017.pdf Ida Rizyani, Tahir and Mazita, Mokhtar and Azizan, Azit and Wan Khairul Anuar, Wan Abd Manan and Khairun Aisyah, Mohammad (2017) Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang. In: 4th International Conference on the Roles of the Humanities and Social Sciences in Engineering 2017 (ICoHSE4) , 24-26 February 2017 , Penang, Malaysia. pp. 1-22.. |
| spellingShingle | HD Industries. Land use. Labor Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang |
| title | Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang |
| title_full | Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang |
| title_fullStr | Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang |
| title_full_unstemmed | Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang |
| title_short | Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang |
| title_sort | brand personality and generation y purchase intention of halal fast food restaurants in pahang |
| topic | HD Industries. Land use. Labor |
| url | http://umpir.ump.edu.my/id/eprint/25096/1/brand%20personality%20paper%20ICohSE4%202017.pdf |
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