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Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang

Ida Rizyani, Tahir and Mazita, Mokhtar and Azizan, Azit and Wan Khairul Anuar, Wan Abd Manan and Khairun Aisyah, Mohammad (2017) Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang. In: 4th International Conference on the Roles of the Humanities and Social Sciences in Engineering 2017 (ICoHSE4), 24-26 February 2017 , Penang, Malaysia. pp. 1-22..

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Abstract

In this modern competitive environment, many brands are available for the consumers to choose, which provide similar kind of benefits. In current scenario brand personality is very important for the companies to position their brand in the market. It is very important to differentiate our offerings from those of the competitors. In this context, brand personality plays an important role to identify and differentiate the product as companies increasingly enter and exit the market. Brand personality can be defined as the set of personality traits of human which are attributed to a brand. The purpose of this study is to categorise the important dimensions of brand personality among generation Y. The study adopted quantitative method and questionnaires being distributed randomly The results of this study shows that sincerity is the most important dimension of brand personality which affect the purchase intention of young consumers.

Item Type: Conference or Workshop Item (Lecture)
Uncontrolled Keywords: Brand Personality; Generation Y; Halal Fast Food; Pahang
Subjects: H Social Sciences > HD Industries. Land use. Labor
Faculty/Division: Faculty of Industrial Management
Depositing User: Noorul Farina Arifin
Date Deposited: 13 Jun 2019 07:57
Last Modified: 13 Jun 2019 07:57
URI: http://umpir.ump.edu.my/id/eprint/25096
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