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- W3038998958 abstract "The purpose of this study is to measure the relationship between brand associations and brandawareness towards customers purchase intentions on the skin care products. There are many type and categoriesof skin care products available in the markets. Most of the market leader was reputable brand from overseaswhich have been outstanding in market for more than 2 decades. This study is expected to provide information tolocal brand that is competing with the large and popular brands in producing their market share. This survey usedself-administered questionnaires for data collections. 450 questionnaires were distributed to customers at 5shopping malls in 3 major cities in Malaysia. Convenience sampling was used and data collected were analysedusing structural equation model to perform the measurement model and structural model. The results indicatethat both brand associations and brand awareness were equally significant towards influencing customerspurchase intentions. Market players in the industry should focused more on the brand associations and brandawareness as both were found to be significant for the increase sales and revenue." @default.
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- W3038998958 date "2020-01-01" @default.
- W3038998958 modified "2023-09-26" @default.
- W3038998958 title "Study of purchase intention towards skin care products based on brand awareness and brand association" @default.
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