The impact of branding on purchasing decision-making in mall shopping and online shopping

Abstract

This study aims to review and analyze several previous works of relevant literature to both practice and theory of the brand and the influence on buying decision-making process in online and offline shopping. The first path describes the concept of online and offline shopping. The second path survey related previous articles appearing in the international articles conducted researchers to solves buying decision-making over online and offline shopping from 2000 to 2019 distributed over 18 different publishers are gathered and summarized in table format. The third path investigates the methods/approaches applied in various specific areas. The results and major findings of these previous studies are also analyzed and discussed. Based on the analyze of the works of literature statistics more frequent proposed and adopted. Further research is needed on applied other methods such as AHP, DEC, etc. to overcome, the buying decision-making problems.