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You searched Library Catalogue - Title: study on the effect of Emotional Intelligence (EI) on organizational stress among engineers in Penang Electrical & Electronic (E&E) industry / Louis Chou Sean Chuang.
Call Number (WOU) SP CEMBA 2015 40
Author Kumar, Andisamy
Title The impact of brand in consumer buying behavior / Kumar Andisamy
Abstract This study is conducted to determine the impact of brand in consumer buying behavior. The targeted respondent are consumers with household income of RM 3500 and below. A total of 51 respondent were chosen for this study each respondent were given a questionnaire which contains one dependent and four independent variables. The dependent variable is consumer buying behavior and the independent variables are brand loyalty, brand quality, brand logo & symbol and emotional branding. The study was conducted in three residential areas from the same district. The finding from this study indicates that brand quality has positive relationship with consumer buying behavior while brand loyalty, brand logo & symbol and emotional branding does not have positive relationship with consumer buying behavior.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2015.
Subject Consumer behaviour.
Subject Marketing.

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