Relationship between cultural values and consumers' brand consciousness

Adriana Augustine Loijoni, (2011) Relationship between cultural values and consumers' brand consciousness. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This study is an empirical research on consumer behaviour that examines consumers' brand consciousness. The study focuses on one component that influences the consumers' brand consciousness, namely the cultural values. The purpose of this study is to determine the relationship between cultural values and consumers' brand consciousness. Samples of the study consist of 253 respondents who are brand conscious, working adults and residing in Kota Kinabalu area. The results of this study indicate significant relationship between cultural values and consumers' brand consciousness. Demography factor of ethnicity significantly moderates the relationship between cultural values and consumers' brand consciousness. Although some of the results of this study are consistent with results from previous studies, the relationship may change in due course. It could be attributed to marketing advertisements, social influence and so on. The results of the study will recommend whether the managers in clothing organizations should be concerned with the cultural dynamics of consumers as part of their segmentation and promotion strategies within their overall marketing strategies.

Item Type:Thesis (Masters)
Uncontrolled Keywords:empirical research, consumer behaviour, consumers' brand consciousness, promotion strategies, marketing strategies
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:7597
Deposited By:IR Admin
Deposited On:19 Nov 2013 14:46
Last Modified:19 Nov 2013 14:46

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