The Impact of Brand Equity on Gen-Y in the Purchase of Foreign Cosmetic Products

The research aims to investigate the impact of brand equity on generation Y in the purchase of foreign cosmetic products in Malaysia. For this purpose, four elements as brand equity’s components were identified that has potential affect purchasing foreign cosmetic products, and they are Brand Loyalt...

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Bibliographic Details
Main Author: Feng, Pan Pan
Format: Thesis
Published: 2014
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