An exploration on the process of brand identity building in the context of Malaysian cafe

Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing...

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Bibliographic Details
Main Authors: Mohd Rashid, Sabrina, Cohen, David A., Ghose, Kamal
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysia 2018
Subjects:
Online Access:http://repo.uum.edu.my/25565/1/JK%2034%202%202018%20105%20120.pdf
http://repo.uum.edu.my/25565/
http://ejournals.ukm.my/mjc/article/view/26128
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