The influence of brand image of Perodua Axia on consumers' decision making

• Main Authors: Adzharuddin, Nor Azura, Moses, Ibrahim Oyewole, Yusoff, Siti Zanariah
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2017
• Online Access: http://psasir.upm.edu.my/id/eprint/63476/1/The%20Influence%20of%20Brand%20Image%20of%20Perodua%20Axia%20on%20Consumers%60%20Decision%20Making.pdf; http://psasir.upm.edu.my/id/eprint/63476/; http://hrmars.com/index.php/journals/papers/IJARBSS/v7-i6/3067

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...