Tan, Cheong Lee (2022) Effectiveness of marketing communication strategies in influencing consumer knowledge on’s brand automotive lubricant. Master dissertation/thesis, UTAR.
Abstract
This paper is divided into five chapters, each of which offers a clear view of the topic from several aspects, including the research overview, literature review, methodology, data analysis, discussion and implications of the research study. The component that will be determined in this paper is the relationship between marketing communication strategies towards brand knowledge. The marketing communication strategies consist of social media communication, advertisement communication, physical store communication and sales promotion communication. There is various of study and new data that are gather from other researchers and respondents. This research will show to the researchers the effects of each independent variable. In order to get the results, this paper underwent multiple analyses. More than 200 respondents were given survey questionnaires to complete in order to get the data from respondents. This paper’s conclusion included a number of recommendations for additional rese arch as well as limitations encountered throughout this study. The end of this report includes the survey questionnaire that was used to collect data in this research.
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