The Relationship of Brand Marketing Communication and Brand Authenticity
This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its p...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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UiTM Press
2020-06-01
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| Series: | Journal of International Business, Economics and Entrepreneurship |
| Subjects: | |
| Online Access: | https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/1464 |
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| _version_ | 1850130109431808000 |
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| author | Wan Soraya Wan Abdul Ghani Nurul Atiqah Amalina Azman Norhidayah Mohd Rashid Abdul Hamid Abdul Halim |
| author_facet | Wan Soraya Wan Abdul Ghani Nurul Atiqah Amalina Azman Norhidayah Mohd Rashid Abdul Hamid Abdul Halim |
| author_sort | Wan Soraya Wan Abdul Ghani |
| collection | DOAJ |
| description |
This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its positioning. The survey was conducted among the local coffee brand consumers at a local coffee shop conducting its business in a shopping mall. A sample size of 385 respondents were selected from different ages, races, backgrounds, and statuses in this study by convenience sampling. Four distinct forms of elements in the brand marketing communication were thus reviewed, namely: advertising, social media, sponsorship, and corporate social responsibility. In this research, all the elements showed their respective relationship with brand authenticity, whereby the difference was the extent of the relationships' strength in the results. The results shown were gathered via the latest SPSS software. Further discussions on the results were shared in this paper.
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| format | Article |
| id | doaj-art-e454612e830646ae97d34f542286ea8d |
| institution | OA Journals |
| issn | 2550-1429 |
| language | English |
| publishDate | 2020-06-01 |
| publisher | UiTM Press |
| record_format | Article |
| series | Journal of International Business, Economics and Entrepreneurship |
| spelling | doaj-art-e454612e830646ae97d34f542286ea8d2025-08-20T02:32:46ZengUiTM PressJournal of International Business, Economics and Entrepreneurship2550-14292020-06-0151 The Relationship of Brand Marketing Communication and Brand AuthenticityWan Soraya Wan Abdul Ghani0 Nurul Atiqah Amalina Azman1Norhidayah Mohd Rashid2Abdul Hamid Abdul Halim3Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Selangor, Kampus Puncak Alam, SelangorFaculty of Business and Management, Universiti Teknologi MARA, Cawangan Selangor, Kampus Puncak Alam, SelangorFaculty of Business and Management, Universiti Teknologi MARA, Cawangan Selangor, Kampus Puncak Alam, SelangorFaculty of Business and Management, Universiti Teknologi MARA, Cawangan Selangor, Kampus Puncak Alam, Selangor This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its positioning. The survey was conducted among the local coffee brand consumers at a local coffee shop conducting its business in a shopping mall. A sample size of 385 respondents were selected from different ages, races, backgrounds, and statuses in this study by convenience sampling. Four distinct forms of elements in the brand marketing communication were thus reviewed, namely: advertising, social media, sponsorship, and corporate social responsibility. In this research, all the elements showed their respective relationship with brand authenticity, whereby the difference was the extent of the relationships' strength in the results. The results shown were gathered via the latest SPSS software. Further discussions on the results were shared in this paper. https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/1464advertising, social media, sponsorship |
| spellingShingle | Wan Soraya Wan Abdul Ghani Nurul Atiqah Amalina Azman Norhidayah Mohd Rashid Abdul Hamid Abdul Halim The Relationship of Brand Marketing Communication and Brand Authenticity Journal of International Business, Economics and Entrepreneurship advertising, social media, sponsorship |
| title | The Relationship of Brand Marketing Communication and Brand Authenticity |
| title_full | The Relationship of Brand Marketing Communication and Brand Authenticity |
| title_fullStr | The Relationship of Brand Marketing Communication and Brand Authenticity |
| title_full_unstemmed | The Relationship of Brand Marketing Communication and Brand Authenticity |
| title_short | The Relationship of Brand Marketing Communication and Brand Authenticity |
| title_sort | relationship of brand marketing communication and brand authenticity |
| topic | advertising, social media, sponsorship |
| url | https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/1464 |
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