文章基本信息

标题：Brand Awareness of Private University College, Melaka (PUCM)
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作者：Maryam Mohd Esa ; Noorizda Emellia Mohd Aziz ; Farah Saniah Mohd Zabidi 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：8
页码：1275-1286
DOI：10.6007/IJARBSS/v11-i8/10693
语种：English
出版社：Human Resource Management Academic Research Society
摘要：In the research field of Private University College, Melaka and from the viewpoint of Melaka residents, brand awareness plays a crucial role in their development. Objectives: This paper identifies the impact of brand awareness, namely brand recognition, brand recall, Top of Mind Awareness; TOMA and brand knowledge. Method: Using an online survey, the study collects data in Melaka from 300 respondents among residents in Melaka. We used the Statistical Package for the Social Sciences (SPSS) to test the links between dependent variable and independent variables. Result: The results analyzed by correlation show that: (1) brand recognition has a significant positive influence on brand awareness; (2) brand recall has a significant positive influence on brand awareness; (3) Top of mind awareness (TOMA) has a significant positive influence on brand awareness; (4) brand knowledge has a significant positive influence on brand awareness. Conclusion: From these elements we identified that brand recognition and brand recall were the most influences towards PUCM brand awareness. In the future research, researchers include all elements of brand awareness which is brand dominance and brand opinion will provide more valid research outcome.