The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia

• Main Authors: Tan, Yew Huei, Huam, Hon Tat, Ahmad, Sharifuddin, Amran, Rasli, Mohamad Rozi, Hassan, Nasser, Noor
• Format: Conference or Workshop Item
• Language: English
• Published: 2010
• Subjects: HD Industries. Land use. Labor
• Online Access: http://umpir.ump.edu.my/id/eprint/17705/1/fim-2010-rozi-effects%20of%20brand%20equity%20towards.pdf; http://umpir.ump.edu.my/id/eprint/17705/

Purpose - Given the rising number of brands available in the country, there may be a corresponding rise in customer loyalty towards their preferred brand. There are many reasons why customers remain loyal to their favorite brand. One reason is brand equity. The purpose of this research is to examine...