Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry

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...

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Bibliographic Details
Main Authors: Wong Chee Hoo, Chai Yi Xin, Visal Moosa
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2024-01-01
Series:Innovative Marketing
Subjects:
brand associations
brand awareness
brand equity
brand loyalty
Malaysia
perceived brand quality
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19464/IM_2024_01_Hoo.pdf

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