Business Management and Strategy ISSN 2157-6068 2021, Vol. 12, No. 2 66 The Impact of Brand Awareness, Brand Loyalty, and Brand Association on Consumer Decision Making in Palestine Olive Oil Industry Suhail A M Almaqousi Limkokwing University of Creative Technology, Cyberjaya, Malaysia Siti Aida Samikon Limkokwing University of Creative Technology, Cyberjaya, Malaysia Luigi Pio Leonardo Cavaliere Dipartimento di Economia, Università di Foggia, Foggia, Italy Nordiana Ahmad Nordin Faculty of Economics and Business, University Malaysia, Sarawak, Malaysia Received: June 7, 2021 Accepted: June 22, 2021 Published: July 6, 2021 doi:10.5296/bms.v12i2.18840 URL: https://doi.org/10.5296/bms.v12i2.18840 Abstract Brands come to play an essential role to motivate and stimulate the consumer to take actions that satisfy their needs and desires with obtaining the brand that according to their perception meets the requirements and possibilities. In par with the same, researchers have focused on studying the impact of brand awareness, brand loyalty, brand association and consumer decision making on Palestine olive oil industry. The research approach of the study is deductive discipline and primary data were gathered followed by a structured questionnaire. The relationships between each selected variables and consumer decision making were examined along with hypotheses developed. For that, empirical data is collected from the olive oil stakeholders from Palestine. The results show that there is a significant statistical relationship between these variables. Moreover, the brand awareness, brand loyalty and brand association significantly have the positive effects on the consumer decision making. The