Consumer-based brand equity : relationship between country of origin and brand equity dimension
Consumer-based brand equity is essential in marketing strategy as it can affect firm performance. This study examines the relationship between country of origin effect on consumer-brand equity, for a selected product category in Malaysian market. In this context, a conceptual research model was...
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フォーマット: | 論文 |
言語: | English |
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Penerbit Universiti Kebangsaan Malaysia
2018
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オンライン・アクセス: | http://journalarticle.ukm.my/20407/1/28152-102256-1-PB.pdf http://journalarticle.ukm.my/20407/ https://ejournal.ukm.my/pengurusan/issue/view/1131 |
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my-ukm.journal.204072022-11-07T07:58:45Z http://journalarticle.ukm.my/20407/ Consumer-based brand equity : relationship between country of origin and brand equity dimension Syed Shah Alam, Zizah Che Senik, Nor Asiah Omar, Mohd Helmi Ali, Consumer-based brand equity is essential in marketing strategy as it can affect firm performance. This study examines the relationship between country of origin effect on consumer-brand equity, for a selected product category in Malaysian market. In this context, a conceptual research model was developed based on previous literature of brand equity. Convenient sampling procedure was used in this research using self-administered questionnaire to collect data from a total of 378 car buyers in Klang Valley, Malaysia. This study tested eight hypotheses. The multiple regression result shows that country of origin is one of the important predictors for brand awareness, brand association, perceived quality and brand loyalty. Both implication of research and implication of practice are discussed. Penerbit Universiti Kebangsaan Malaysia 2018 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/20407/1/28152-102256-1-PB.pdf Syed Shah Alam, and Zizah Che Senik, and Nor Asiah Omar, and Mohd Helmi Ali, (2018) Consumer-based brand equity : relationship between country of origin and brand equity dimension. Jurnal Pengurusan, 53 . pp. 147-157. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1131 |
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Universiti Kebangsaan Malaysia |
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Tun Sri Lanang Library |
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Asia |
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Malaysia |
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Universiti Kebangsaan Malaysia |
content_source |
UKM Journal Article Repository |
url_provider |
http://journalarticle.ukm.my/ |
language |
English |
description |
Consumer-based brand equity is essential in marketing strategy as it can affect firm performance. This study examines
the relationship between country of origin effect on consumer-brand equity, for a selected product category in Malaysian
market. In this context, a conceptual research model was developed based on previous literature of brand equity.
Convenient sampling procedure was used in this research using self-administered questionnaire to collect data from
a total of 378 car buyers in Klang Valley, Malaysia. This study tested eight hypotheses. The multiple regression result
shows that country of origin is one of the important predictors for brand awareness, brand association, perceived
quality and brand loyalty. Both implication of research and implication of practice are discussed. |
format |
Article |
author |
Syed Shah Alam, Zizah Che Senik, Nor Asiah Omar, Mohd Helmi Ali, |
spellingShingle |
Syed Shah Alam, Zizah Che Senik, Nor Asiah Omar, Mohd Helmi Ali, Consumer-based brand equity : relationship between country of origin and brand equity dimension |
author_facet |
Syed Shah Alam, Zizah Che Senik, Nor Asiah Omar, Mohd Helmi Ali, |
author_sort |
Syed Shah Alam, |
title |
Consumer-based brand equity : relationship between country of origin and brand equity dimension |
title_short |
Consumer-based brand equity : relationship between country of origin and brand equity dimension |
title_full |
Consumer-based brand equity : relationship between country of origin and brand equity dimension |
title_fullStr |
Consumer-based brand equity : relationship between country of origin and brand equity dimension |
title_full_unstemmed |
Consumer-based brand equity : relationship between country of origin and brand equity dimension |
title_sort |
consumer-based brand equity : relationship between country of origin and brand equity dimension |
publisher |
Penerbit Universiti Kebangsaan Malaysia |
publishDate |
2018 |
url |
http://journalarticle.ukm.my/20407/1/28152-102256-1-PB.pdf http://journalarticle.ukm.my/20407/ https://ejournal.ukm.my/pengurusan/issue/view/1131 |
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1751537457868832768 |
score |
13.149126 |