The relationship of brand marketing communication and brand authenticity / Wan Soraya Wan Abdul Ghani ...[et al.]

• Hoofdauteurs: Abdul Ghani, Wan Soraya (Auteur), Azman, Nurul Atiqah Amalina (Auteur), Mohd Rashid, Norhidayah (Auteur), Abdul Halim, Abdul Hamid (Auteur)
• Formaat: Boek
• Gepubliceerd in: Universiti Teknologi MARA Shah Alam, 2020-06.
• Onderwerpen: Article; PeerReviewed
• Online toegang: Link Metadata

This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company. Brand marketing communication is related to enhancing the brand itself by shaping the brand authenticity perceptions directly and clarifying its po...