The Application of New Media in Brand Communication: The Impact of Brand's Visual Image on Consumer Purchase Intentions

• Main Authors: Li, Yingrui, Che Mat, Ruzinoor
• Format: Article
• Language: English
• Published: UUM Press 2023
• Subjects: T Technology (General)
• Online Access: https://repo.uum.edu.my/id/eprint/30247/1/JCISC%2002%2000%202023%2022-33.pdf; https://doi.org/10.32890/jcisc2023.2.2; https://repo.uum.edu.my/id/eprint/30247/; https://e-journal.uum.edu.my/index.php/jcisc/article/view/21079; https://doi.org/10.32890/jcisc2023.2.2

The objective of this paper is to investigate whether visual technologies can influence consumer brand purchase intentions by altering the forms of consumer association, attention, and emotion. The research employs traditional quantitative research methods and collected a total of 156 valid question...