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The Theory of Reasoned Action (TRA) suggests that an individual behavioural intention is influenced by the subjective norms and attitudes which determine the actual behaviour. This research follows the theory to study the influencing factors that significantly impact consumer buying behaviour.
This research will determine the impact of the independent variables (visual identity, brand equity, collaboration, CSR, customer experience, social media presence, brand personality and brand value) on the dependent variable (consumer buying behaviour).
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