The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani …[et al.]

• Main Authors: Abdul Ghani, Wan Soraya, Azman, Nurul Atiqah Amalina, Mohd Rashid, Norhidayah, Abdul Halim, Abdul Hamid
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA Shah Alam 2020
• Subjects: Branding (Marketing); Market segmentation. Target marketing
• Online Access: http://ir.uitm.edu.my/id/eprint/34889/1/34889.pdf; http://ir.uitm.edu.my/id/eprint/34889/; https://jibe.uitm.edu.my/index.php/en/june-2020

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...