The importance of consumer based brand equity on consumer’s brand loyalty towards fast food restaurants in Perak

• Main Author: Yogeswari A/P Ramalingam
• Format: Undergraduate Final Project Report
• Published: 2011
• Online Access: http://discol.umk.edu.my/id/eprint/5430/

Strong brand equity has become a very important factor that influences consumer’s brand loyalty. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. This thesis focuses on the...