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The antecedents of brand equity development on Malaysian interment service providers

This study attempts to identify the critical antecedents in the formation of solid brand equity in Malaysian Internet service provides which called, TMnet, Jaring, P1 Wimax and Maxis. However the paper proposes tests and investigates theoretical framework of the antecedents of brand equity by employ...

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Main Authors: Nikhashemi, Seyed Rajab, Paim, Laily, Md Sidin, Samsinar, Osman, Syuhaily
Format: Article
Language:English
Published: IDOSI Publications 2013
Online Access:http://psasir.upm.edu.my/id/eprint/28194/1/The%20antecedents%20of%20brand%20equity%20development%20on%20Malaysian%20interment%20service%20providers.pdf
http://psasir.upm.edu.my/id/eprint/28194/
http://www.idosi.org/wasj/wasj25(1)2013.htm
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spelling my.upm.eprints.281942015-12-08T03:25:52Z http://psasir.upm.edu.my/id/eprint/28194/ The antecedents of brand equity development on Malaysian interment service providers Nikhashemi, Seyed Rajab Paim, Laily Md Sidin, Samsinar Osman, Syuhaily This study attempts to identify the critical antecedents in the formation of solid brand equity in Malaysian Internet service provides which called, TMnet, Jaring, P1 Wimax and Maxis. However the paper proposes tests and investigates theoretical framework of the antecedents of brand equity by employing structure equation modeling (SEM) and collecting survey data from the large sample of Malaysian internet subscribers. Result confirmed that, all four of brand equity antecedents have stronger causal relationships with brand equity, Moreover results supported that perceived quality and consumer loyalty are the most determining factors for developing brand equity in Malaysian internet service providers. This research restricted to the selection of four brands. Clearly, a variety of choice situation must be investigated before generalizable comments can be made to guide the development of brand equity. Another limitation of the present study is the size and composition of the group which participated in the study. The outcomes provide insights to Malaysian internet service providers and other organizations of similar structure regarding how they may possibly manage marketing strategies for enhanced business performance. IDOSI Publications 2013 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/28194/1/The%20antecedents%20of%20brand%20equity%20development%20on%20Malaysian%20interment%20service%20providers.pdf Nikhashemi, Seyed Rajab and Paim, Laily and Md Sidin, Samsinar and Osman, Syuhaily (2013) The antecedents of brand equity development on Malaysian interment service providers. World Applied Sciences Journal, 25 (1). pp. 14-22. ISSN 1818-4952; ESSN: 1991-6426 http://www.idosi.org/wasj/wasj25(1)2013.htm
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study attempts to identify the critical antecedents in the formation of solid brand equity in Malaysian Internet service provides which called, TMnet, Jaring, P1 Wimax and Maxis. However the paper proposes tests and investigates theoretical framework of the antecedents of brand equity by employing structure equation modeling (SEM) and collecting survey data from the large sample of Malaysian internet subscribers. Result confirmed that, all four of brand equity antecedents have stronger causal relationships with brand equity, Moreover results supported that perceived quality and consumer loyalty are the most determining factors for developing brand equity in Malaysian internet service providers. This research restricted to the selection of four brands. Clearly, a variety of choice situation must be investigated before generalizable comments can be made to guide the development of brand equity. Another limitation of the present study is the size and composition of the group which participated in the study. The outcomes provide insights to Malaysian internet service providers and other organizations of similar structure regarding how they may possibly manage marketing strategies for enhanced business performance.
format Article
author Nikhashemi, Seyed Rajab
Paim, Laily
Md Sidin, Samsinar
Osman, Syuhaily
spellingShingle Nikhashemi, Seyed Rajab
Paim, Laily
Md Sidin, Samsinar
Osman, Syuhaily
The antecedents of brand equity development on Malaysian interment service providers
author_facet Nikhashemi, Seyed Rajab
Paim, Laily
Md Sidin, Samsinar
Osman, Syuhaily
author_sort Nikhashemi, Seyed Rajab
title The antecedents of brand equity development on Malaysian interment service providers
title_short The antecedents of brand equity development on Malaysian interment service providers
title_full The antecedents of brand equity development on Malaysian interment service providers
title_fullStr The antecedents of brand equity development on Malaysian interment service providers
title_full_unstemmed The antecedents of brand equity development on Malaysian interment service providers
title_sort antecedents of brand equity development on malaysian interment service providers
publisher IDOSI Publications
publishDate 2013
url http://psasir.upm.edu.my/id/eprint/28194/1/The%20antecedents%20of%20brand%20equity%20development%20on%20Malaysian%20interment%20service%20providers.pdf
http://psasir.upm.edu.my/id/eprint/28194/
http://www.idosi.org/wasj/wasj25(1)2013.htm
_version_ 1643829393935564800
score 13.211869

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