The relationship between brand awareness, brand loyalty, advertisement and customer purchase decision among property purchasers in Malaysia: a conceptual analysis

• Main Authors: Ong, Choon Hee, Gan, Jasmine, Tan, Owee Kowang, Mohd. Rizal, Adriana, Ho, Theresa Char Fei
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2022
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/id/eprint/100483/1/OngChoonHee2022_TheRelationshipbetweenBrandAwareness.pdf; http://eprints.utm.my/id/eprint/100483/; http://dx.doi.org/10.6007/IJARBSS/v12-i4/12368

Branding is the main strategic instrument in differentiating competitive products. With many competitors in the market, organizations need to develop strong brand as an effective defensive mechanism in order to win over their competitors. In the modern days, branding is vital to all industries inclu...