Measuring corporate brand equity of Universiti Sains Malaysia (USM)

• Main Authors: Md Noor, Shuhaida, Abdul Manan, Kamaruzzaman, Abdul Kuthoos, Haja Mydin
• Format: Conference or Workshop Item
• Language: English; English
• Published: 2018
• Subjects: H61.8 Communication of information
• Online Access: http://irep.iium.edu.my/66705/5/MEASURING%20CORPORATE%20BRAND%20EQUITY%20OF%20UNIVERSITI%20SAINS%20MALAYSIA1.pdf; http://irep.iium.edu.my/66705/6/Programme%20Book%20-%20ISMEC%202018%20-%2019%20Sept%20-%20Final%291.pdf; http://irep.iium.edu.my/66705/; https://iiummediacomm.wixsite.com/ismec2018

Corporate brand equity studies focus heavily on brands of profit-based organisations. Similarly in Malaysia, while there has been a number of studies on leading brands owned by profit-based such as PETRONAS, Air Asia and Maxis, there has been a dearth of studies on brands of not-for-profit organisat...