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This study examines the effect of Brand awareness and Brand image on purchase intention in the fashion industry in Malaysia. Due to the fact that a great number of brands have entered into the growing market place, there is an increase in the number of competitions in the present environment. As a result, it is very important that companies and manufacturers focus on differentiating their product from that of the competitors.

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Academic Work By MMU
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Additional information

Research Author

SEYED HAMED RAZAVI RAHMANI

Supervisor

Dr. Nasreen Khan

Research Location

Kuala Lumpur, Malaysia

Data Type

Primary

Sampling Size

190

Language

English

Year Created

2011

Type

e-book

intllab-mmu

Multimedia University (MMU), a tertiary education institution set up through Universiti Telekom Sdn Bhd (UTSB), a wholly owned subsidiary of TM, fulfils the noblest of corporate social responsibilities – taking up the challenge of educating the next generation the nation’s leaders and knowledge workers. As the first private university in Malaysia, MMU developed the pioneer model for the successful establishment of private universities in the nation, paving the way for the growth of the private tertiary education sector. As the university at the heart of the MSC, MMU also serves as a catalyst for the development of the high tech ICT industry of the nation, parallel to the Silicon Valley-Stanford model in the United States.