Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman

The focus of this study is on Prudential BSN Takaful Berhad (PruBSN) in understanding the influence of brand recognition. There is another insurance company that carries ‘Prudential’ as part of its company name which is Prudential Assurance Malaysia Berhad (PAMB). Since there are two insurance compa...

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Main Authors:	Mat Zin, Zakaria, Zakaria, Noorliyana, Othman, Intan Nadia
Format:	Student Project
Language:	English
Published:	Arshad Ayub Graduate Business School 2018
Subjects:	Management. Industrial Management Work groups. Teams in the workplace Malaysia
Online Access:	http://ir.uitm.edu.my/id/eprint/26201/ http://ir.uitm.edu.my/id/eprint/26201/1/PPm_ZAKARIA%20MAT%20ZIN%20AAGS%2018_5.pdf

id	uitm-26201
recordtype	eprints
spelling	uitm-262012019-11-18T03:07:52Z http://ir.uitm.edu.my/id/eprint/26201/ Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia Management. Industrial Management Work groups. Teams in the workplace Malaysia The focus of this study is on Prudential BSN Takaful Berhad (PruBSN) in understanding the influence of brand recognition. There is another insurance company that carries ‘Prudential’ as part of its company name which is Prudential Assurance Malaysia Berhad (PAMB). Since there are two insurance companies carrying the same prominent name, there is a brand confusion issue among the policyholders or customers.. This brand confusion has caused a negative impact on PruBSN. The purpose of this study is to assist PruBSN to overcome the issue of this brand confusion by looking at the factors that influence brand recognition. The research framework has been constructed with three postulated independent variables (IVs) on brand recognition.. The objectives of the study were to study the relationship between product knowledge, product innovation and brand experience as the IVs, towards brand recognition and to determine the strength of each variables on brand recognition. To achieve this, correlation and regression analysis were conducted using SPSS, the statistical analysis software. The researchers have also used SWOT analysis to study the situational analysis of PruBSN. Some recommendations were developed based on the SWOT and TOWS analyses. Using a quantitative method of survey to gather the data, an online data collection process ensued. The researchers managed to collect 120 completed responses. The study concludes that only brand experience has the strongest influence on brand recognition Arshad Ayub Graduate Business School 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/26201/1/PPm_ZAKARIA%20MAT%20ZIN%20AAGS%2018_5.pdf Mat Zin, Zakaria and Zakaria, Noorliyana and Othman, Intan Nadia (2018) Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Management. Industrial Management Work groups. Teams in the workplace Malaysia
spellingShingle	Management. Industrial Management Work groups. Teams in the workplace Malaysia Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
description	The focus of this study is on Prudential BSN Takaful Berhad (PruBSN) in understanding the influence of brand recognition. There is another insurance company that carries ‘Prudential’ as part of its company name which is Prudential Assurance Malaysia Berhad (PAMB). Since there are two insurance companies carrying the same prominent name, there is a brand confusion issue among the policyholders or customers.. This brand confusion has caused a negative impact on PruBSN. The purpose of this study is to assist PruBSN to overcome the issue of this brand confusion by looking at the factors that influence brand recognition. The research framework has been constructed with three postulated independent variables (IVs) on brand recognition.. The objectives of the study were to study the relationship between product knowledge, product innovation and brand experience as the IVs, towards brand recognition and to determine the strength of each variables on brand recognition. To achieve this, correlation and regression analysis were conducted using SPSS, the statistical analysis software. The researchers have also used SWOT analysis to study the situational analysis of PruBSN. Some recommendations were developed based on the SWOT and TOWS analyses. Using a quantitative method of survey to gather the data, an online data collection process ensued. The researchers managed to collect 120 completed responses. The study concludes that only brand experience has the strongest influence on brand recognition
format	Student Project
author	Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia
author_facet	Mat Zin, Zakaria Zakaria, Noorliyana Othman, Intan Nadia
author_sort	Mat Zin, Zakaria
title	Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
title_short	Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
title_full	Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
title_fullStr	Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
title_full_unstemmed	Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman
title_sort	factors influencing brand recognition: a case of prudential bsn takaful berhad / zakaria mat zin, noorliyana zakaria and intan nadia othman
publisher	Arshad Ayub Graduate Business School
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/26201/ http://ir.uitm.edu.my/id/eprint/26201/1/PPm_ZAKARIA%20MAT%20ZIN%20AAGS%2018_5.pdf
first_indexed	2023-09-18T23:16:23Z
last_indexed	2023-09-18T23:16:23Z
_version_	1777419140511825920

Factors influencing brand recognition: a case of Prudential BSN Takaful Berhad / Zakaria Mat Zin, Noorliyana Zakaria and Intan Nadia Othman

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