Factors influence brand equity of Qu Puteh / Nursyahirah Abu Bakar Azmi

• Main Author: Abu Bakar Azmi, Nursyahirah
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2016
• Subjects: Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty
• Online Access: http://ir.uitm.edu.my/id/eprint/27026/1/PPb_NURSYAHIRAH%20ABU%20BAKAR%20AZMI%20BM%20M%2016_5.pdf; http://ir.uitm.edu.my/id/eprint/27026/

The purpose of this study is, to identify the factors influence brand equity of Qu Puteh among Intekma staff. The research is based on a sample of 36 respondents who is the staff of Intekma Resort. The results show that endorser credibility and self – brand connection influence brand equity of Qu Pu...