An exploration on the process of brand identity building in the context of Malaysian cafe

Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing...

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Bibliographic Details
Main Authors: Sabrina Mohd Rashid (Author), Cohen, David (Author), Ghose, Kamal (Author)
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia, 2018.
Online Access:Get fulltext

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