No part of this contribution may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, graphic, electronic, mechanical, photocopying, recording, scanning or otherwise, without the prior consent of the authors. The component that we will define in this paper is the relationship between marketing communication strategies and brand awareness. At the end of this report is the survey questionnaire that was used to collect the data in this research.
INTRODUCTION
- Background
- Problem Statement
- Objective
- Research Question
- Significant of Study
With that said, it is important to form a proper marketing communication strategy for lubricant companies to improve consumer brand awareness of automotive lubricant. The overall objective of this research is to evaluate which marketing communication strategies influence consumers' brand knowledge of automotive lubricant in Malaysia. To examine how gender and age respond to brand awareness through marketing communication strategies.
LITERATURE REVIEW
Brand Knowledge
- Brand awareness
- Brand image
- Brand value chain model
According to Keller and 2013), brand image is another important component in building consumers' brand awareness. In the process of building a brand in consumers' memory and influencing consumer's brand preference, brand image is one of the important factors that is positively correlated with brand abilities and preferences (Chen & Chang, 2008). Market communication is therefore the initial phase for building brand knowledge and thereby influencing the consumer's thinking about brand awareness and brand image and finally creating shareholder value.
Marketing Communication Strategies
- Social media communication
- Physical store communication
- Advertisement communication
- Sales Promotion communication
According to data from DataReportal, the average time an individual spends on social media will be 2.5 hours per day by 2021. The number of social media users has skyrocketed with most Malaysians using Facebook, Instagram, TikTok, Twitter and others. In addition, communication through social media allows companies to have two-way communication with consumers, for example, to receive consumer feedback and comments, understand consumer attitudes, and know consumer needs in the communication process, regardless of geographic location (Puangmaha et al. al. studied social media communications for the smartphone industry in Hong Kong and found that social media plays a significant role in building brand awareness.
A total of five different elements of social media were examined in the paper for example “entertainment, personalization, interaction, electronic word of mouth (EWOM) and trending on social media platforms”. Fun is the consumer experience that is perceived as playful and fun when marketers create fun activities on social media platforms. EWOM is a communication between former, current or potential consumers using social media for a product, brand or company.
In addition, a study by Elsharnouby et al. 2021) study of social media demonstrates that brand awareness is influenced by the exchange of information with. The results of the study show that communication in social networks has a significant impact on brand awareness with the characteristics of quality content and virtual interaction (Al-Qudah, 2020). According to Osei-Frimpong et al. 2019), social media communication cannot fully replace conventional above-the-line marketing communications because, according to the results, consumer interest in social media interaction techniques is based on prior brand recognition.
Therefore, by using different forms of communication channels, a company needs to increase brand awareness or brand knowledge, which will primarily affect consumers' interest to connect with the brand on social media platforms.
RESEARCH METHODOLOGY
- Research design
- Sample Design
- Target Respondents and Population
- Location
- Sampling Technique
- Sample size
- Data Collection Method
- Construct measurement
- Origin of constructs
- Scale of measurement
- Pilot Test
- Factor analysis
- Model specification
- Multiple Linear Regression
- Diagnostic check
Therefore, people who own personal vehicles such as cars, motorcycles, pickup trucks and others in Malaysia will be the target audience of this study which can provide accurate and precise information about marketing communication. Convenience sampling and snowball sampling will be used in this study, which are non-probability sampling techniques because participants are often easy to find and easily accessible. In addition, brand knowledge is about the cognitive cognition and mental representation of the brand in question in the mind and memory of consumers (Keller, 2003).
28 car lubricants in malaysia because of their other product such as gas station. Therefore, the last question of the first part was asked about the respondent's recognition of automotive lubricant brands and therefore the recognized automotive lubricant brand will be “Brand X” in the next section. . The second part will deal with the dependent variables for the brand knowledge and the third part will deal with the independent variables for the marketing communication strategies variable, which consists of social media communication, physical store communication, advertising communication and sales promotion communication. In addition, the four questions related to physical store marketing communication are adapted from Graciola et al. 2020), describing the different factors of marketing communication in the physical store.
SP-NM 2 I know Brand X from its premium free gift such as umbrella, T-shirt and others. SP-NM 4 I know Brand X from its loyalty program such as points system, membership program and others. Therefore, since the partial of the questionnaire questions are designed for the purpose of this research study, factor analysis will be performed to confirm the number of variables that should be included in the estimation.
Sufficient factors to explain more than 60% of the variance, which is the required percentage of variance.
DATA ANALYSIS
- Descriptive analysis
- Respondent’s profile
- Descriptive statistics
- Reliability test
- Cronbach’s alpha test
- Factor analysis
- Inferential analysis
- Test of significant
- Social media
- Physical store
- Advertisement
- Sales Promotion
Cronbach's alpha for brand knowledge is 0.916 which is excellent and 9 items were used to measure it. In Table 4.8 shown below, it includes the correlation matrix between marketing communication, for example, social media, physical store, advertising and sales promotion to brand awareness. In this research, there is 24.9% of the dependent variable which is brand knowledge can be defined by the independent variables which are sales promotion, physical store, advertisement and social media according to the analysis done above.
Therefore, it showed that there is a significant effect on independent variables including sales promotions, physical store, advertising and social media in relation to the dependent variable which is consumer brand awareness in this study. Referring to Table 4.11, the sales promotion variable shows the negative correlation against brand awareness due to the p-value being higher than the significant level of 0.05 which is 0.800. On the other hand, social media, physical store and advertising show the positive relationship in relation to brand awareness because the p-value is 0.003 respectively, which is lower compared to the significant value of 0.05.
H1 = There is a significant relationship between social media and brand awareness According to Table 4.12, the p-value of the social media variable is lower than the significant level where it is 0.022 < 0.05. Therefore, it shows that there is a significant relationship between social media communication and brand awareness. Therefore, it shows that there is a significant relationship between physical store communication and brand awareness.
Consequently, it proves that sales promotion communication has no significant relationship with brand awareness.
DISCUSSION, CONCLUSION AND IMPLICATIONS
Discussion
- Relationship between marketing communication strategies and brand
- The best factor or predictor that influence brand knowledge
- Different demographic affect the relation of marketing communication
In addition, social media communication with brand knowledge has an unstandardized coefficient beta (B) value of 0.114, showing a favorable correlation between social media communication and brand knowledge. Ultimately, social media communication also develops two-way communication between consumers and businesses (Puangmaha et al., 2020), which can improve consumer brand knowledge. In addition, physical store communication with brand knowledge has an unstandardized beta value (B) of 0.234, indicating a positive relationship between physical store communication and brand knowledge.
Nevertheless, similar to the study on other industries, physical store communication has a relationship with brand awareness of automotive lubricant brands in Malaysia. Furthermore, the unstandardized coefficient beta (B) value for advertising communication and brand awareness is 0.179, indicating a positive relationship between advertising communication and brand awareness. Ultimately, companies are able to advertise with different attributes of advertising because advertising has a positive relationship with brand knowledge.
In addition, sales promotion communication with brand awareness has an unstandardized beta (B) coefficient value of -0.016, indicating a negative relationship between sales promotion communication and brand awareness. Briefly, let's answer the second research question, which communication in a physical store has the greatest impact on brand awareness. Therefore, automotive lubricant manufacturers must continuously invest in physical store communication to increase consumer brand awareness of the lubricant brand.
The analysis shows that the physical store communication is the main factor influencing consumers' brand knowledge followed by the advertising communication.
Limitation of study
58 advertising and experiential advertising will have different levels of appeal to different consumers, contributing to different levels of brand familiarity. Finally, Chu & Keh (2006) studied the comparison of advertising communication and sales promotion communication, found that sales promotion is a short-term strategy to gain brand recognition or financial result, but it can lead to a decrease in brand image with a longer period. sales promotion activity. Referring to Figure 4.1, descriptive analysis of independent variables by gender and age group.
However, the age group under 20 and over 50 have different thoughts on the fact that advertising communication greatly influences their brand awareness. Therefore, car lubricant companies that want to target the under 20 and over 50 age groups are encouraged to carry out more advertising activities. 59 problem because according to Marquie et al. 1994), different age groups have quite different preferences when it comes to decision making.
In this case, a balanced number of all age groups is an important factor to consider and measure. Due to the global crisis known as COVID-19, Tunku Abdul Rahman University has implemented online teaching and learning (OTL). Therefore, this survey is a self-administered questionnaire via social media and sent to the public via the Internet.
Recommendation for future study
Conclusion
Therefore, this study was modified to determine four marketing communication strategies that influence brand awareness. Based on the result of multiple regression, physical store communication is the best predictor known as the best factor affecting consumer brand awareness of automotive lubricant brands. Undoubtedly, physical store communication holds great potential to expand and promote better brand awareness of automotive lubricant brands.
In conclusion, this study achieves the research objective of investigating the impact of marketing communication strategies on automotive lubricant brand awareness. The influence of perceived social media marketing elements on consumer-brand engagement and brand knowledge. Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement.
The mediating role of brand knowledge on employee brand citizenship behavior: Does organizational tenure matter. How to advertise and build brand awareness globally: Comparing television advertising appeals in developed and developing economies. I am conducting research entitled "Effectiveness of Marketing Communication Strategies in Influencing Consumer Brand Knowledge of Automotive Lubricant".
The purpose of this research is to examine what marketing communication strategies/strategies could influence consumer brand awareness of automotive lubricants in Malaysia.
