BRANDING EXPERIENCE THAT AFFECTS THE CONSUMERS’ BEHAVIOUR IN BUYING DECISION: A CASE STUDY ON IKEA BRAND

• Main Author: Nur Khairina, Binti Khairuddin
• Format: E-LPTA
• Language: English; English
• Published: Universiti Malaysia Sarawak(UNIMAS) 2019
• Subjects: N Visual arts (General) For photography, see TR
• Online Access: http://ir.unimas.my/id/eprint/30140/1/Exploration%20of%20Medical%20Product%20Design24pgs.pdf; http://ir.unimas.my/id/eprint/30140/2/Exploration%20of%20Medical%20Product%20Designft.pdf; http://ir.unimas.my/id/eprint/30140/

Brand identity is essentially crucial due to how it represented a product or how the business wants to be perceived by the consumers. A brand of a product or business able to connect and communicate clearly with the target consumer within by the brand identity design. Ecosystem that exist within the product or brand is called as brand experience. The brand experience along with brand associations, and perceived quality were considered as antecedents in supporting the relationship development concept that is based on trust leading to loyalty. Branding experience can influence users in purchasing decisions. This study has selected furniture stores and home appliances 'Min Liong' located in Kota Samarahan, Sarawak as a case study. The store has been rebranded by emphasizing branding factors namely corporate identity design, service, promotion/information material, design of the interior and exterior of the store. The objective of this research was to study and understand the relationship between brand experience and consumer behavior.