The impact of promotional mix towards customer-based brand equity on Faiza in Johor / Mohd Fitri Mohd Aznam

• Main Author: Mohd Aznam, Mohd Fitri
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2010
• Subjects: Marketing; Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty
• Online Access: http://ir.uitm.edu.my/id/eprint/25437/1/PPb_MOHD%20FITRI%20MOHD%20AZNAM%20BM%20M%2010_5.pdf; http://ir.uitm.edu.my/id/eprint/25437/

Brand equity is intangible due to it is feelings, images and thoughts that consumers associate with a product. Companies will not have so much time to build brand equity and in the future as they will have to pursue it. The reasons are conditions, things and people changing quickly. To maintain the...