Why brand equity matters in a globalised Malay and Islamic country, Malaysia? / Norazah Mohd Suki and Jumiati Sasmita
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-en...
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| Main Authors: | , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Division of Research and Industry Linkages, UiTM Melaka
2014
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/54385/1/54385.pdf https://ir.uitm.edu.my/id/eprint/54385/ |
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