The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands
In Malaysia, SMEs mainly face major difficulties in innovating and transforming their organisations into Industry 4.0. They have to use the cash in wages and advertising (Allaudeen, 2018). She adds inadequate marketing and branding resources (53%) and elevated branding costs (52%) have disclosed a f...
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| Main Authors: | , , , |
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| Format: | Book Section |
| Language: | en |
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Penerbit UTHM
2020
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| Online Access: | http://eprints.uthm.edu.my/1856/1/Chapter%2007%20The%20Effect%20of%20Customer-Based%20Brand%20Equity.pdf http://eprints.uthm.edu.my/1856/ |
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| _version_ | 1833416911564570624 |
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| author | Masrun, Sharinee Albert Gisip, Imelda Sumin, Viduriati Harun, Amran |
| author2 | Harun, Amran |
| author_facet | Harun, Amran Masrun, Sharinee Albert Gisip, Imelda Sumin, Viduriati Harun, Amran |
| author_sort | Masrun, Sharinee |
| building | UTHM Library |
| collection | Institutional Repository |
| content_provider | Universiti Tun Hussein Onn Malaysia |
| content_source | UTHM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | In Malaysia, SMEs mainly face major difficulties in innovating and transforming their organisations into Industry 4.0. They have to use the cash in wages and advertising (Allaudeen, 2018). She adds inadequate marketing and branding resources (53%) and elevated branding costs (52%) have disclosed a fresh study to the most Malaysian SMEs. In Malaysia, the primary problem facing small and medium-sized enterprises is the lack of knowledge of marketing technology, branding, customer loyalty (Lau, 2017). The main concern of tiny and medium-sized companies (SMEs) is the maintenance of sales and profit margins, according to a latest national study of CTOS customer base companies (Sunbiz, 2019). |
| format | Book Section |
| id | my.uthm.eprints-1856 |
| institution | Universiti Tun Hussein Onn Malaysia |
| language | en |
| publishDate | 2020 |
| publisher | Penerbit UTHM |
| record_format | eprints |
| spelling | my.uthm.eprints-18562021-10-27T07:21:32Z http://eprints.uthm.edu.my/1856/ The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands Masrun, Sharinee Albert Gisip, Imelda Sumin, Viduriati Harun, Amran HF5428-5429.6 Retail trade In Malaysia, SMEs mainly face major difficulties in innovating and transforming their organisations into Industry 4.0. They have to use the cash in wages and advertising (Allaudeen, 2018). She adds inadequate marketing and branding resources (53%) and elevated branding costs (52%) have disclosed a fresh study to the most Malaysian SMEs. In Malaysia, the primary problem facing small and medium-sized enterprises is the lack of knowledge of marketing technology, branding, customer loyalty (Lau, 2017). The main concern of tiny and medium-sized companies (SMEs) is the maintenance of sales and profit margins, according to a latest national study of CTOS customer base companies (Sunbiz, 2019). Penerbit UTHM Harun, Amran Rashid, Umi Kartini 2020 Book Section PeerReviewed text en http://eprints.uthm.edu.my/1856/1/Chapter%2007%20The%20Effect%20of%20Customer-Based%20Brand%20Equity.pdf Masrun, Sharinee and Albert Gisip, Imelda and Sumin, Viduriati and Harun, Amran (2020) The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands. In: Advance in Marketing Research. Penerbit UTHM, pp. 58-69. ISBN 789672389347 |
| spellingShingle | HF5428-5429.6 Retail trade Masrun, Sharinee Albert Gisip, Imelda Sumin, Viduriati Harun, Amran The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands |
| title | The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands |
| title_full | The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands |
| title_fullStr | The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands |
| title_full_unstemmed | The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands |
| title_short | The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands |
| title_sort | effect of customer-based brand equity (cbbe) model on perceived brand equity of sabah smes food brands |
| topic | HF5428-5429.6 Retail trade |
| url | http://eprints.uthm.edu.my/1856/1/Chapter%2007%20The%20Effect%20of%20Customer-Based%20Brand%20Equity.pdf http://eprints.uthm.edu.my/1856/ |
| url_provider | http://eprints.uthm.edu.my/ |