Young consumers’ insights on brand equity: effects of brand association, brand loyalty, brand awareness, and brand image

The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis v...

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Bibliographic Details
Main Authors: Jumiati Sasmita, Norazah Mohd Suki
Format: Article
Language:English
Published: 2015
Subjects:
Online Access:https://eprints.ums.edu.my/id/eprint/19923/1/Young%20consumers.pdf
https://eprints.ums.edu.my/id/eprint/19923/
https://doi.org/10.1108/IJRDM-02-2014-0024
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