Why brand equity matters in a globalised Malay and Islamic country, Malaysia? / Norazah Mohd Suki and Jumiati Sasmita

Mohd Suki, Norazah and Sasmita, Jumiati (2014) Why brand equity matters in a globalised Malay and Islamic country, Malaysia? / Norazah Mohd Suki and Jumiati Sasmita. In: International Conference on Islamic Business, Art, Culture & Communication (ICIBACC 2014). Division of Research and Industry Linkages, UiTM Melaka, Alor Gajah, p. 34.

Abstract

Malay consumers place greater confidence in a particular brand than in a competitor’s brand by referring to brand equity. This study aims to examine the correlations of brand association, brand loyalty, brand awareness, and brand image with brand equity among Malay respondents. A structured close-ended questionnaire was used to gather data from 200 respondents in a globalized Malay and Islamic country, Malaysia by utilizing the convenience sampling technique. Results via Pearson correlations authenticated that brand awareness predominantly affects brand equity in the sense that a Malay customer’s decision to buy a product or brand depends on the awareness of the product or brand knowledge available in their minds. Malay consumers get input and awareness of the particular product/brand from the social media. Results offer imperative insights to marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly in a globalised Malay and Islamic country, Malaysia.

Metadata

Item Type: Book Section
Creators:
Creators
Email / ID Num.
Mohd Suki, Norazah
azahsuki@yahoo.com
Sasmita, Jumiati
miasagaf@yahoo.com
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
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 > Bahagian Penyelidikan dan Jaringan Industri, UiTM Melaka
Event Title: International Conference on Islamic Business, Art, Culture & Communication (ICIBACC 2014)
Event Dates: 26 - 27
Page Range: p. 34
Keywords: Brand association; Brand loyalty; Brand awareness; Brand image; Brand equity; Malay
Date: 2014
URI: https://ir.uitm.edu.my/id/eprint/54385
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