A study on country of origin image towards the perception of brand equity among Malaysians / Mohd Naguib Ainuddin Kamalludin

Kamalludin, Mohd Naguib Ainuddin (2015) A study on country of origin image towards the perception of brand equity among Malaysians / Mohd Naguib Ainuddin Kamalludin. [Student Project] (Unpublished)

Abstract

The purpose for this research is to study the relationship between the countries of origin image towards the perception of brand equity of Malaysian. There were two independent variables which are macro country or origin image and micro country of origin image and one dependent variable which is the perception of brand equity. The respondents of the study were 200 Malaysian consumers that were being selected by using a non-probability sampling method, mall intercept. 200 questionnaires were given to collect the data. The data was then analyzed using frequency analysis, reliability analysis, correlation analysis and regression analysis. The findings of the study show that macro and micro country of origin image does in fact have significant relationship towards the perception of brand equity.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Kamalludin, Mohd Naguib Ainuddin
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Keywords: Countries of origin image; Perception; Brand equity; Malaysians
Date: 2015
URI: https://ir.uitm.edu.my/id/eprint/25483
Edit Item
Edit Item

Download

[thumbnail of PPb_MOHD NAGUIB AINUDDIN KAMALLUDIN BM M 15_5.pdf] Text
PPb_MOHD NAGUIB AINUDDIN KAMALLUDIN BM M 15_5.pdf

Download (294kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

25483

Indexing

Statistic

Statistic details