Halal Malaysia brand equity mishap: false recognition of brand mere recognition using implicit association test

• Main Authors: Wan Ismail, Wan Rusni, Othman, Mohhidin, Abdul Rahman, Russly, Kamarulzaman, Nitty Hirawaty, Ab Rahman, Suhaimi
• Format: Conference or Workshop Item
• Language: English
• Published: Faculty of Food Science and Technology, Universiti Putra Malaysia 2017
• Online Access: http://psasir.upm.edu.my/id/eprint/60347/1/46-28.pdf; http://psasir.upm.edu.my/id/eprint/60347/

Brand mere recognition is the fundamental step in the brand awareness and the first hurdle that any brand need to achieved before brand equity can come into the picture. Thus, consumers’ ability to recognize brand through its symbol or logo is very crucial and despite of its significant it is consid...