Cover Image

Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin

The main purpose of the study is to examine the promotional tools that affect customerbased brand equity of Adabi brand. A total of 100 questionnaires have been distributed to customers of Adabi who reside in Selangor by using cluster sampling. The data was analyzed and the result showed that advert...

Full description

Saved in:
Bibliographic Details
Main Author: Ismailuddin, Hazirah
Format: Student Project
Language:English
Published: Faculty of Business and Management 2008
Subjects:
Marketing
Online Access:https://ir.uitm.edu.my/id/eprint/19055/2/19055.pdf
https://ir.uitm.edu.my/id/eprint/19055/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uitm.ir.19055
record_format eprints
spelling my.uitm.ir.190552023-07-26T03:57:31Z https://ir.uitm.edu.my/id/eprint/19055/ Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin Ismailuddin, Hazirah Marketing The main purpose of the study is to examine the promotional tools that affect customerbased brand equity of Adabi brand. A total of 100 questionnaires have been distributed to customers of Adabi who reside in Selangor by using cluster sampling. The data was analyzed and the result showed that advertisement, free sample and sponsorship which are the promotional tool that Adabi customers in Selangor more familiar with do have significant relationship with customer-based brand equity. The strongest equity of Adabi brand is performance of Adabi brand besides the positive feeling of customers toward Adabi brand. Advertisement is resulted as the most influential tools that can change the brand equity beside another tool, free sample. Another finding is certain demographic factors do have significant relationship with customer-based brand equity which is age, working sector and monthly household income. Faculty of Business and Management 2008 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/19055/2/19055.pdf Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin. (2008) [Student Project] <http://terminalib.uitm.edu.my/19055.pdf> (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Marketing
spellingShingle Marketing
Ismailuddin, Hazirah
Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin
description The main purpose of the study is to examine the promotional tools that affect customerbased brand equity of Adabi brand. A total of 100 questionnaires have been distributed to customers of Adabi who reside in Selangor by using cluster sampling. The data was analyzed and the result showed that advertisement, free sample and sponsorship which are the promotional tool that Adabi customers in Selangor more familiar with do have significant relationship with customer-based brand equity. The strongest equity of Adabi brand is performance of Adabi brand besides the positive feeling of customers toward Adabi brand. Advertisement is resulted as the most influential tools that can change the brand equity beside another tool, free sample. Another finding is certain demographic factors do have significant relationship with customer-based brand equity which is age, working sector and monthly household income.
format Student Project
author Ismailuddin, Hazirah
author_facet Ismailuddin, Hazirah
author_sort Ismailuddin, Hazirah
title Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin
title_short Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin
title_full Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin
title_fullStr Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin
title_full_unstemmed Promotional tools influence customerbased brand equity of Adabi in Selangor / Hazirah Ismailuddin
title_sort promotional tools influence customerbased brand equity of adabi in selangor / hazirah ismailuddin
publisher Faculty of Business and Management
publishDate 2008
url https://ir.uitm.edu.my/id/eprint/19055/2/19055.pdf
https://ir.uitm.edu.my/id/eprint/19055/
_version_ 1772815488071499776
score 13.211869

Similar Items