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

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...

Full description

Bibliographic Details
Main Authors:	Ida Rizyani, Tahir, Mazita, Mokhtar, Azizan, Azit, Wan Khairul Anuar, Wan Abd Manan, Khairun Aisyah, Mohammad
Format:	Conference or Workshop Item
Language:	English
Published:	2017
Subjects:	HD Industries. Land use. Labor
Online Access:	http://umpir.ump.edu.my/id/eprint/25096/ http://umpir.ump.edu.my/id/eprint/25096/1/brand%20personality%20paper%20ICohSE4%202017.pdf

id	ump-25096
recordtype	eprints
spelling	ump-250962019-06-13T07:57:28Z http://umpir.ump.edu.my/id/eprint/25096/ Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad HD Industries. Land use. Labor 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. 2017 Conference or Workshop Item PeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/25096/1/brand%20personality%20paper%20ICohSE4%202017.pdf 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..
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Malaysia Pahang
building	UMP Institutional Repository
collection	Online Access
language	English
topic	HD Industries. Land use. Labor
spellingShingle	HD Industries. Land use. Labor Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
description	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.
format	Conference or Workshop Item
author	Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad
author_facet	Ida Rizyani, Tahir Mazita, Mokhtar Azizan, Azit Wan Khairul Anuar, Wan Abd Manan Khairun Aisyah, Mohammad
author_sort	Ida Rizyani, Tahir
title	Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
title_short	Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
title_full	Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
title_fullStr	Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
title_full_unstemmed	Brand Personality and Generation Y Purchase Intention Of Halal Fast Food Restaurants In Pahang
title_sort	brand personality and generation y purchase intention of halal fast food restaurants in pahang
publishDate	2017
url	http://umpir.ump.edu.my/id/eprint/25096/ http://umpir.ump.edu.my/id/eprint/25096/1/brand%20personality%20paper%20ICohSE4%202017.pdf
first_indexed	2023-09-18T22:38:21Z
last_indexed	2023-09-18T22:38:21Z
_version_	1777416747725357056

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

Similar Items