Exploring the key marketing elements that shape brand awareness in service-oriented sector


  • Izmayani Saadin Department of Business and Management, Universiti Teknologi MARA Perak Branch, Malaysia
  • Hazliza Haron Department of Business and Management, University Teknologi MARA Perak Branch and Arshad Ayub Graduate Business School, Malaysia
  • Nursaadatun Nisak Ahmad Faculty of Business and Management, Universiti Teknologi MARA Puncak Alam Campus, Malaysia
  • Hafini Suhana Ithnin Department of Business and Management, Universiti Teknologi MARA Perak Branch, Malaysia
  • Johra Fatima Kayeser Canberra Business School, University of Canberra, Australia




Brand Awareness, Marketing Elements, Food and Beverages, Service Industry


Marketers employ various factors to create brand awareness. Small businesses in service industry encounter challenges in attracting consumers and adapting to market competition, contributing to the factors leading to their struggles. The purpose of the paper is to elaborate on the relationship between social media marketing, advertising, price, and product towards brand awareness. A quantitative method was used and research data was obtained via questionnaires. Purposive sampling method was applied and a total of 125 sample sizes of restaurant consumers in Perak were collected. The study findings indicated a significant and positive influence of all the variables predicting brand awareness.


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How to Cite

Saadin , I., Haron , H., Ahmad , N. N., Ithnin , H. S., & Kayeser, J. F. (2023). Exploring the key marketing elements that shape brand awareness in service-oriented sector . Environment-Behaviour Proceedings Journal, 8(26), 37–43. https://doi.org/10.21834/e-bpj.v8i26.5119



Commercial / Retail / Services Environment