Brand equity and purchase intention of male branded cosmetic products / Nurul Filza Irdina Johari

• Main Author: Johari, Nurul Filza Irdina
• Format: Student Project
• Language: English
• Published: Faculty of Business and Mangement 2018
• Subjects: Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty; Malaysia; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/21756/1/PPb_NURUL%20FILZA%20IRDINA%20JOHARI%20M%20BM%2018_5.pdf; http://ir.uitm.edu.my/id/eprint/21756/

The cosmetic industry is one of the fastest industry that rapidly grow and profitable for the country. There are few studies within male branded cosmetic products since people always thought cosmetic is related to make-up. However, this study is emphasized on male branded cosmetic products. The purp...