Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry
In today's fiercely competitive world, it is very important for the marketers to discover and figure out the aspects that are essential to deal with the competitors, changing customer tastes and preferences. For marketers, generation Y is one of the most appealing and attractive market, as they...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Published: |
International Information Institute Ltd.
2016
|
| Subjects: |
| _version_ | 1796861911627726848 |
|---|---|
| author | Baharun, R. Nikbin, D. Hashim, N. H. Awang, Z. |
| author_facet | Baharun, R. Nikbin, D. Hashim, N. H. Awang, Z. |
| author_sort | Baharun, R. |
| collection | ePrints |
| description | In today's fiercely competitive world, it is very important for the marketers to discover and figure out the aspects that are essential to deal with the competitors, changing customer tastes and preferences. For marketers, generation Y is one of the most appealing and attractive market, as they believe to earn a huge return on their investments by targeting this age group. Generation Y, nowadays, are considered to have more power in their key family decisions and purchases. This study examines the relationship between product innovation, brand personality and brand preferences by generation Y in the context of telecommunications service brands in Malaysia. The results of this study highlighted that product innovation is significantly related to brand personality. Due to changing customer behavior and markets globalization, companies need to invest in product innovation and their brand personality and reputation in order to make customers remain dedicated to the brand. |
| first_indexed | 2024-03-05T20:03:35Z |
| format | Article |
| id | utm.eprints-72324 |
| institution | Universiti Teknologi Malaysia - ePrints |
| last_indexed | 2024-03-05T20:03:35Z |
| publishDate | 2016 |
| publisher | International Information Institute Ltd. |
| record_format | dspace |
| spelling | utm.eprints-723242017-11-23T06:19:25Z http://eprints.utm.my/72324/ Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry Baharun, R. Nikbin, D. Hashim, N. H. Awang, Z. PE English In today's fiercely competitive world, it is very important for the marketers to discover and figure out the aspects that are essential to deal with the competitors, changing customer tastes and preferences. For marketers, generation Y is one of the most appealing and attractive market, as they believe to earn a huge return on their investments by targeting this age group. Generation Y, nowadays, are considered to have more power in their key family decisions and purchases. This study examines the relationship between product innovation, brand personality and brand preferences by generation Y in the context of telecommunications service brands in Malaysia. The results of this study highlighted that product innovation is significantly related to brand personality. Due to changing customer behavior and markets globalization, companies need to invest in product innovation and their brand personality and reputation in order to make customers remain dedicated to the brand. International Information Institute Ltd. 2016 Article PeerReviewed Baharun, R. and Nikbin, D. and Hashim, N. H. and Awang, Z. (2016) Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry. Information (Japan), 19 (7B). pp. 2887-2892. ISSN 1343-4500 https://www.scopus.com/inward/record.uri?eid=2-s2.0-84989892067&partnerID=40&md5=a52f38dde75e6423733e4253ccb0e974 |
| spellingShingle | PE English Baharun, R. Nikbin, D. Hashim, N. H. Awang, Z. Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| title | Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| title_full | Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| title_fullStr | Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| title_full_unstemmed | Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| title_short | Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| title_sort | product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry |
| topic | PE English |
| work_keys_str_mv | AT baharunr productinnovationandbrandpredictingpreferencesandmediatingroleofbrandpersonalitybygenerationyincommunicationindustry AT nikbind productinnovationandbrandpredictingpreferencesandmediatingroleofbrandpersonalitybygenerationyincommunicationindustry AT hashimnh productinnovationandbrandpredictingpreferencesandmediatingroleofbrandpersonalitybygenerationyincommunicationindustry AT awangz productinnovationandbrandpredictingpreferencesandmediatingroleofbrandpersonalitybygenerationyincommunicationindustry |