Page 59 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING BRAND AWARENESS: CASE STUDY OF

CLAYNIQ ENTERPRISE

Nur Qamarina Binti Mohamad Hanif, Dr. Zuraidah Binti Sulaiman

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: qamarina@graduate.utm.my, zuraidahs@utm.my

Abstracts

Nowadays, pharmaceutical companies apply various marketing strategies especially for their brand
awareness so that the targeted customers can identify and recognize their brand. The aim of this study was

to study how companies of pharmaceutical products can improve their own brand awareness so that the
customers are familiar with the brand among competitive markets. As industry competitiveness becomes

stronger with significant phenomena like global marketing, local companies in Malaysia are needed to

develop their own unique strength and emphasize on brand awareness to survive from a marketing
perspective. This study assessed the three factors that influence of brand awareness of Clayniq Enterprise

which is brand characteristic, advertising, and sales promotion. There are three hypotheses were proposed

in this research and sample data set of 143 was used to test the proposed hypothesis. All the hypothesized
relationships were tested through Statistical Package for the Social Science (SPSS). This research findings

indicate that brand characteristic and advertising have a positive influence on brand awareness while only
sales promotion are not significant influence on brand awareness. Despite the theoretical contributions

made by many researchers on brand awareness, there are seem a lack of studies that have investigated the
factors that influence brand awareness specifically in pharmaceutical industry in Malaysia. Thus, it is

suggested that future research should expand the scope of the study to include elements that influence

brand awareness in the pharmaceutical industry and other related fields of business for a more detailed
and accurate comparison of the results.

Keywords: Pharmaceutical products, Brand, Brand awareness, Marketing, Competitive market

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