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

• 主要な著者: Mohd Rashid, Sabrina, Cohen, David A., Ghose, Kamal
• フォーマット: 論文
• 言語: English
• 出版事項: Universiti Kebangsaan Malaysia 2018
• 主題: P Philology. Linguistics
• オンライン･アクセス: 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

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...