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Factor of brand equity, brand relationship & customer buying decision behavior in automotive industries

Author: 
Muhammad Asyraf Hasim, Mohd Norsam Mohd Sari, Mohd Farid Shamsudin, Hafezali Iqbal Hussain and Milad Abdelnabi Salem
Subject Area: 
Social Sciences and Humanities
Abstract: 

In the globalization of the savings and the speedy alterations of the life style is becoming a crucial for people to travel from one station to another place that make the important of the automobile for people to move. At this point, automobile players should take advantage on the scenario, but need to realize about the factors of the brand that's particularly important for the customer buying behaviour. In other words, automobile players should take special steps in ensuring their brand being acceptable to the consumers by introducing novel technologies such as hybrid vehicles, improve after sales service and etc. Beside that also the automobile player needs to read on what element of their brand for customers to choose such as brand equity, brand relationship towards the customer buying behaviour and subsequently produce a decision to purchase it. Purpose: The aim is to understand the factor of brand that particularly important for the customer buying decision behaviour in automobile industries.

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