Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry
Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand associa...
Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
LLC "CPC "Business Perspectives"
2024-01-01
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Series: | Innovative Marketing |
Subjects: | |
Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19464/IM_2024_01_Hoo.pdf |