Staff View: Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin

Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin

This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve hig...

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Main Author:	Noorafuddin, Nurul Fatihah
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA
Online Access:	http://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf http://ir.uitm.edu.my/id/eprint/21222/
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id	my.uitm.ir.21222
record_format	eprints
spelling	my.uitm.ir.212222018-10-17T03:12:30Z http://ir.uitm.edu.my/id/eprint/21222/ Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin Noorafuddin, Nurul Fatihah Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. In this study, four (4) factors were adopted which is brand association, brand awareness, brand loyalty and brand image. These studies were focus for the population of generation Y in UiTM Bandaraya Melaka. 150 sets of questionnaires were distributed and only 120 were returned. The results from this study found that brand image is the factor that gives the greatest impact on brand equity. Convenience sampling was the sampling method for this study. The data of correlation and regression was analysed by using SPSS. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf Noorafuddin, Nurul Fatihah (2018) Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin. [Student Project] (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 research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA
spellingShingle	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA Noorafuddin, Nurul Fatihah Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
description	This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. In this study, four (4) factors were adopted which is brand association, brand awareness, brand loyalty and brand image. These studies were focus for the population of generation Y in UiTM Bandaraya Melaka. 150 sets of questionnaires were distributed and only 120 were returned. The results from this study found that brand image is the factor that gives the greatest impact on brand equity. Convenience sampling was the sampling method for this study. The data of correlation and regression was analysed by using SPSS.
format	Student Project
author	Noorafuddin, Nurul Fatihah
author_facet	Noorafuddin, Nurul Fatihah
author_sort	Noorafuddin, Nurul Fatihah
title	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_short	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_full	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_fullStr	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_full_unstemmed	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_sort	factors influencing brand equity of sportswear brand among generation y in uitm bandaraya melaka / nurul fatihah noorafuddin
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf http://ir.uitm.edu.my/id/eprint/21222/
_version_	1685649439588352000
score	13.211869

Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin

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