A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing
The aim of this study was to examine the factors that the effectiveness of Celcom’s brand equity strategy. There are three factors being studied, which were: perceived quality, marketing efficiency and brand awareness. As Celcom Company had been chosen as the unit of analysis for this study, the res...
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| Format: | Thesis |
| Language: | en |
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2011
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| Online Access: | https://ir.uitm.edu.my/id/eprint/33086/1/33086.pdf https://ir.uitm.edu.my/id/eprint/33086/ |
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| _version_ | 1833064438871097344 |
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| author | Mohamad Daing, Balqis |
| author_facet | Mohamad Daing, Balqis |
| author_sort | Mohamad Daing, Balqis |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | The aim of this study was to examine the factors that the effectiveness of Celcom’s brand equity strategy. There are three factors being studied, which were: perceived quality, marketing efficiency and brand awareness. As Celcom Company had been chosen as the unit of analysis for this study, the researcher is also interested to know about the performance and effectiveness of Celcom’s brand equity strategy. In collecting data, the researcher used both secondary and primary data. Moreover, questionnaires had been used in order to get feedback from the consumers. The researcher had distributed 100 questionnaires and had gotten back 100 respondents’ feedback. The data collected was then tested on its reliability, and then further analyzed using frequency analysis and Pearson Correlation Coefficient. Besides, Regression Analysis was used to test the hypotheses in this study. The findings of this paper suggest that all the factors are significant factors in explaining the effectiveness of Celcom’s brand equity strategy. Based from the results obtained in this study, the researcher suggests some recommendations that can help Celcom Company to improve brand equity strategy and increase the numbers of sales and consumers also reduce the complaints from consumers |
| format | Thesis |
| id | my.uitm.ir-33086 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2011 |
| record_format | eprints |
| spelling | my.uitm.ir-330862020-08-03T01:55:59Z https://ir.uitm.edu.my/id/eprint/33086/ A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing Mohamad Daing, Balqis Marketing Marketing research. Marketing research companies. Sales forecasting The aim of this study was to examine the factors that the effectiveness of Celcom’s brand equity strategy. There are three factors being studied, which were: perceived quality, marketing efficiency and brand awareness. As Celcom Company had been chosen as the unit of analysis for this study, the researcher is also interested to know about the performance and effectiveness of Celcom’s brand equity strategy. In collecting data, the researcher used both secondary and primary data. Moreover, questionnaires had been used in order to get feedback from the consumers. The researcher had distributed 100 questionnaires and had gotten back 100 respondents’ feedback. The data collected was then tested on its reliability, and then further analyzed using frequency analysis and Pearson Correlation Coefficient. Besides, Regression Analysis was used to test the hypotheses in this study. The findings of this paper suggest that all the factors are significant factors in explaining the effectiveness of Celcom’s brand equity strategy. Based from the results obtained in this study, the researcher suggests some recommendations that can help Celcom Company to improve brand equity strategy and increase the numbers of sales and consumers also reduce the complaints from consumers 2011-04 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/33086/1/33086.pdf A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing. (2011) Degree thesis, thesis, Universiti Teknologi MARA Cawangan Kelantan. |
| spellingShingle | Marketing Marketing research. Marketing research companies. Sales forecasting Mohamad Daing, Balqis A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing |
| title | A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing |
| title_full | A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing |
| title_fullStr | A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing |
| title_full_unstemmed | A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing |
| title_short | A study on the factors influencing the effectiveness of Celcom’s brand equity strategy / Balqis Mohamad Daing |
| title_sort | study on the factors influencing the effectiveness of celcom’s brand equity strategy / balqis mohamad daing |
| topic | Marketing Marketing research. Marketing research companies. Sales forecasting |
| url | https://ir.uitm.edu.my/id/eprint/33086/1/33086.pdf https://ir.uitm.edu.my/id/eprint/33086/ |
| url_provider | http://ir.uitm.edu.my/ |