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A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process

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Main Authors: Emmi Aida, Esan, Norshahrizan, Nordin, Wan Norsyafawati, W. Muhamad Radzi
Other Authors: norshahrizan@unimap.edu.my
Format: Article
Language:English
Published: Institute of Engineering Mathematics, Universiti Malaysia Perlis 2018
Subjects:
Customer Based Brand Equity
Prioritization
Product Criteria
Entrepreneur
Analytical Hierarchy Process
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/54283
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spelling my.unimap-542832018-07-24T01:47:43Z A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process Emmi Aida, Esan Norshahrizan, Nordin Wan Norsyafawati, W. Muhamad Radzi norshahrizan@unimap.edu.my Customer Based Brand Equity Prioritization Product Criteria Entrepreneur Analytical Hierarchy Process Link to publisher's homepage at http://amci.unimap.edu.my New entrepreneur face with issues in managing brand equity and its significant is that it helps firms to enhance their cash flow and product differentiation to enjoy and obtain benefits out of competitive advantage. Plus, brand equity is regarded as a key benchmark for the state of health of a brand, and monitoring is believed to be an effective way of managing brand. Previous researchers have discussed that there are two motives to study brand equity which are financial motivation in order to value the brand and improving market productivity. Therefore, brand equity is treated as the most valuable intangible asset according to literatures. Customer based brand equity can create the most powerful point of difference among product suppliers. Therefore, it is imperative to explore the dimension and criteria of customer based brand equity model which includes resonance, judgement, feelings, performance, imagery and salience. In order to explore the criteria prioritization of customer based brand equity amongst customers towards the new product sell by entrepreneur in the market, researcher obtained filled questionnaires from 20 respondents who have experience in buy new local product by entrepreneurs. Analytical Hierarchy Process (AHP) which is one of Multi Criteria Decision Method families was used as methodology for this study. AHP methodology is implemented in this study. Result shows the prioritization of criteria in customer based brand equity model significantly contribute to the brand equity of products by entrepreneur. Furthermore, the contribution of this study is to the extent to which the new entrepreneurs can use the prioritization criteria findings to create the brand equity for their product and customer’s wants towards new products can be fulfilled. 2018-07-13T10:10:21Z 2018-07-13T10:10:21Z 2018 Article Applied Mathematics and Computational Intelligence (AMCI), vol.7(1), 2018, pages 23-32 2289-1323 (online) 2289-1315 (print) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/54283 en Institute of Engineering Mathematics, Universiti Malaysia Perlis
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Customer Based Brand Equity
Prioritization
Product Criteria
Entrepreneur
Analytical Hierarchy Process
spellingShingle Customer Based Brand Equity
Prioritization
Product Criteria
Entrepreneur
Analytical Hierarchy Process
Emmi Aida, Esan
Norshahrizan, Nordin
Wan Norsyafawati, W. Muhamad Radzi
A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process
description Link to publisher's homepage at http://amci.unimap.edu.my
author2 norshahrizan@unimap.edu.my
author_facet norshahrizan@unimap.edu.my
Emmi Aida, Esan
Norshahrizan, Nordin
Wan Norsyafawati, W. Muhamad Radzi
format Article
author Emmi Aida, Esan
Norshahrizan, Nordin
Wan Norsyafawati, W. Muhamad Radzi
author_sort Emmi Aida, Esan
title A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process
title_short A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process
title_full A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process
title_fullStr A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process
title_full_unstemmed A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process
title_sort study of customer-based brand equity prioritization by using analytical hierarchy process
publisher Institute of Engineering Mathematics, Universiti Malaysia Perlis
publishDate 2018
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/54283
_version_ 1643804297540927488
score 13.222552

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