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Advertising and country of origin as key success factors for creating sustainable brand equity

Today’s markets have become highly competitive and challenging, therefore, a careful understanding of the key success factors that may help firms to sustain their brands is very important.In past literatures, it is evident that consumers prefer to purchase brands that provide them with unique val...

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Main Authors: Hanaysha, Jalal, Abdullah, Haim Hilman
Format: Article
Language:English
Published: Asian Economic and Social Society 2015
Subjects:
HD28 Management. Industrial Management
Online Access:http://repo.uum.edu.my/15716/1/3-202.pdf
http://repo.uum.edu.my/15716/
http://www.aessweb.com/journals/5006/July2015?ic=download&id=3128
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spelling my.uum.repo.157162016-04-13T06:33:29Z http://repo.uum.edu.my/15716/ Advertising and country of origin as key success factors for creating sustainable brand equity Hanaysha, Jalal Abdullah, Haim Hilman HD28 Management. Industrial Management Today’s markets have become highly competitive and challenging, therefore, a careful understanding of the key success factors that may help firms to sustain their brands is very important.In past literatures, it is evident that consumers prefer to purchase brands that provide them with unique values and differentiated features. However, this study focuses on advertising and country of origin effects as key success factors for building sustainable brand equity, because they were found to be important in influencing consumer behaviour. To explore our knowledge in this area, Malaysian automotive industry was selected.The data were collected from a total of 287 passenger cars owners through survey questionnaire at shopping malls in the northern region of Malaysia.The findings revealed that advertising and country of origin had significant positive effects on overall brand equity.Moreover, this study found that advertising and country of origin had significant positive effects on the dimensions of brand equity, namely; brand loyalty, brand image, brand awareness, and brand leadership. Based on the findings of this study, some implications have been highlighted to enhance our knowledge on the importance of the selected factors in building strong brand equity Asian Economic and Social Society 2015 Article PeerReviewed application/pdf en http://repo.uum.edu.my/15716/1/3-202.pdf Hanaysha, Jalal and Abdullah, Haim Hilman (2015) Advertising and country of origin as key success factors for creating sustainable brand equity. Journal of Asian Business Strategy, 5 (7). pp. 141-152. ISSN 2225-4226 http://www.aessweb.com/journals/5006/July2015?ic=download&id=3128
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Hanaysha, Jalal
Abdullah, Haim Hilman
Advertising and country of origin as key success factors for creating sustainable brand equity
description Today’s markets have become highly competitive and challenging, therefore, a careful understanding of the key success factors that may help firms to sustain their brands is very important.In past literatures, it is evident that consumers prefer to purchase brands that provide them with unique values and differentiated features. However, this study focuses on advertising and country of origin effects as key success factors for building sustainable brand equity, because they were found to be important in influencing consumer behaviour. To explore our knowledge in this area, Malaysian automotive industry was selected.The data were collected from a total of 287 passenger cars owners through survey questionnaire at shopping malls in the northern region of Malaysia.The findings revealed that advertising and country of origin had significant positive effects on overall brand equity.Moreover, this study found that advertising and country of origin had significant positive effects on the dimensions of brand equity, namely; brand loyalty, brand image, brand awareness, and brand leadership. Based on the findings of this study, some implications have been highlighted to enhance our knowledge on the importance of the selected factors in building strong brand equity
format Article
author Hanaysha, Jalal
Abdullah, Haim Hilman
author_facet Hanaysha, Jalal
Abdullah, Haim Hilman
author_sort Hanaysha, Jalal
title Advertising and country of origin as key success factors for creating sustainable brand equity
title_short Advertising and country of origin as key success factors for creating sustainable brand equity
title_full Advertising and country of origin as key success factors for creating sustainable brand equity
title_fullStr Advertising and country of origin as key success factors for creating sustainable brand equity
title_full_unstemmed Advertising and country of origin as key success factors for creating sustainable brand equity
title_sort advertising and country of origin as key success factors for creating sustainable brand equity
publisher Asian Economic and Social Society
publishDate 2015
url http://repo.uum.edu.my/15716/1/3-202.pdf
http://repo.uum.edu.my/15716/
http://www.aessweb.com/journals/5006/July2015?ic=download&id=3128
_version_ 1644281785587073024
score 13.211869

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