Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin
The purpose of this paper is to investigate the determinant of 'halal' brand equity in Malaysia. 195 respondents participated in the survey. 18 questions on a seven-item Likert scale were used and 8 questions on demographic profiles were asked. SEM was used to analyze the results. The resu...
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| Format: | Conference or Workshop Item |
| Language: | en |
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2008
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| Online Access: | https://ir.uitm.edu.my/id/eprint/68055/1/68055.PDF https://ir.uitm.edu.my/id/eprint/68055/ |
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| _version_ | 1833073908769619968 |
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| author | Ahmad Shamshudin, Ahmad Mazlan |
| author_facet | Ahmad Shamshudin, Ahmad Mazlan |
| author_sort | Ahmad Shamshudin, Ahmad Mazlan |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | The purpose of this paper is to investigate the determinant of 'halal' brand equity in Malaysia. 195 respondents participated in the survey. 18 questions on a seven-item Likert scale were used and 8 questions on demographic profiles were asked. SEM was used to analyze the results. The results showed that Muslim consumers only perceived that brand loyalty as the determinant of brand equity. However, brand awareness and perceived quality also contributed to the brand equity but were not significant. The results have significant implications: the fact that only brand loyalty gives significant effect to brand equity when 'halal' food product is concerned. This should trigger marketing managers' priorities when designing their marketing strategy to market 'halal' food products. |
| format | Conference or Workshop Item |
| id | my.uitm.ir-68055 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2008 |
| record_format | eprints |
| spelling | my.uitm.ir-680552023-03-13T00:07:35Z https://ir.uitm.edu.my/id/eprint/68055/ Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin Ahmad Shamshudin, Ahmad Mazlan Marketing Malaysia The purpose of this paper is to investigate the determinant of 'halal' brand equity in Malaysia. 195 respondents participated in the survey. 18 questions on a seven-item Likert scale were used and 8 questions on demographic profiles were asked. SEM was used to analyze the results. The results showed that Muslim consumers only perceived that brand loyalty as the determinant of brand equity. However, brand awareness and perceived quality also contributed to the brand equity but were not significant. The results have significant implications: the fact that only brand loyalty gives significant effect to brand equity when 'halal' food product is concerned. This should trigger marketing managers' priorities when designing their marketing strategy to market 'halal' food products. 2008 Conference or Workshop Item PeerReviewed text en https://ir.uitm.edu.my/id/eprint/68055/1/68055.PDF Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin. (2008) In: Proceedings STSS 2008 Broadening Horizons Through Research Social Sciences, 3 – 4 June 2008, M.S Garden Hotel Kuantan, Pahang. |
| spellingShingle | Marketing Malaysia Ahmad Shamshudin, Ahmad Mazlan Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin |
| title | Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin |
| title_full | Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin |
| title_fullStr | Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin |
| title_full_unstemmed | Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin |
| title_short | Determinants of Malaysia halal brand equity / Ahmad Mazlan Ahmad Shamshudin |
| title_sort | determinants of malaysia halal brand equity / ahmad mazlan ahmad shamshudin |
| topic | Marketing Malaysia |
| url | https://ir.uitm.edu.my/id/eprint/68055/1/68055.PDF https://ir.uitm.edu.my/id/eprint/68055/ |
| url_provider | http://ir.uitm.edu.my/ |