Factors that influence the brand equity of Apple’s smartphone among students at Universiti Teknologi MARA Malacca City Campus / Nur Diana Ruslan and Nur Fatihah Ghafar

Ruslan, Nur Diana and Ghafar, Nur Fatihah (2016) Factors that influence the brand equity of Apple’s smartphone among students at Universiti Teknologi MARA Malacca City Campus / Nur Diana Ruslan and Nur Fatihah Ghafar. [Student Project] (Unpublished)

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Abstract

The purpose of this study is to study the factors that influence the brand equity of Apple’s smartphone among students at UiTM Malacca City Campus. This study conducted through distributing questionnaire to the students. The target population of this study was students at the UiTM Malacca
City Campus and the sample size consist of 327 respondents. The study found significance strong positive correlation between brand equity and all the variables which is brand association, perceived quality, brand awareness and brand image. At the findings stated that among all of the factors, brand association has the greatest impact on influencing the brand equity on Apple’s smartphone. The study recommended that future research can be done towards other institutions or organizations for other factors that can influence on the Apple’s brand equity.

Metadata

Item Type: Student Project
Creators:
Creators
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Ruslan, Nur Diana
2013253746
Ghafar, Nur Fatihah
2014684174
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
L Education > LG Individual institutions > Asia > Malaysia > Universiti Teknologi MARA > Melaka
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) International Business (BA246)
Item ID: 26885
Uncontrolled Keywords: Brand equity; Apple’s smartphone; UiTM student
URI: https://ir.uitm.edu.my/id/eprint/26885

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