Why brand equity matters in a globalised malay and Islamic country, Malaysia?

Norazah Mohd Suki, and Jumiati Sasmita, (2015) Why brand equity matters in a globalised malay and Islamic country, Malaysia? Islamic perspectives relating to business, arts, culture and communication (Proceedings of the 1st ICIBACC 2014), 3. pp. 429-437. ISSN 978-981-287-428-3


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Malay consumers place greater confidence in a particular brand than in a competitor’s brand by referring to brand equity. This study aims to examine the correlations of brand association, brand loyalty, brand awareness and brand image with brand equity among Malay respondents. A structured close-ended questionnaire was used to gather data from 200 respondents in a globalised Malay and Islamic country, Malaysia, by utilising the convenience sampling technique. Results via Pearson correlations authenticated that brand awareness predominantly affects brand equity in the sense that a Malay customer’s decision to buy a product or brand depends on the awareness of the product or brand knowledge available in their minds. Malay consumers get input and awareness of the particular product/brand from the social media. Results offer imperative insights to marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly in a globalised Malay and Islamic country, Malaysia.

Item Type: Article
Uncontrolled Keywords: Brand association, Brand loyalty, Brand awareness, Brand image, Brand equity, Malay
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Labuan Faculty of International Finance
Depositing User: Unnamed user with email storage.bpmlib@ums.edu.my
Date Deposited: 06 Jan 2016 06:06
Last Modified: 13 Oct 2017 07:00
URI: http://eprints.ums.edu.my/id/eprint/12734

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