Cheam, Yen Teng (2017) The Impact Of Sportswear Brand Personality On Gen Y Customer Preference In Central Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)
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The Impact Of Sportswear Brand Personality On Gen Y Customer Preference In Central Malaysia.pdf - Submitted Version Download (341kB) |
Abstract
This study aims to use quantitative approach to exploring brand personality of sportswear. An online questionnaire survey is used to measure the personality dimensions based on Aaker’s five personality dimensions. An estimated 300 Gen Y who aged between 22-39 years old will target as sample of this research. The human like traits found in brands help consumers to establish a connection with the brand. The findings help marketers in formulating effective product design, positioning, and promotion strategies .Most of the research on the subject General BP Study in western country, seldom in Malaysia especially for Gen Y and Sportswear. The results found regarding brand personality is important to sportswear brand, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Generation Y, Popular culture, Brand name products, Business names |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Mohd Hannif Jamaludin |
| Date Deposited: | 26 Nov 2018 03:10 |
| Last Modified: | 26 Nov 2018 03:10 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/22037 |
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