The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands

The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands

In Malaysia, SMEs mainly face major difficulties in innovating and transforming their organisations into Industry 4.0. They have to use the cash in wages and advertising (Allaudeen, 2018). She adds inadequate marketing and branding resources (53%) and elevated branding costs (52%) have disclosed a f...

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Bibliographic Details
Main Authors: Masrun, Sharinee, Albert Gisip, Imelda, Sumin, Viduriati, Harun, Amran
Format: Book Section
Language:English
Published: Penerbit UTHM 2020
Subjects:
HF5428-5429.6 Retail trade
Online Access:http://eprints.uthm.edu.my/1856/1/Chapter%2007%20The%20Effect%20of%20Customer-Based%20Brand%20Equity.pdf
Description
Summary:In Malaysia, SMEs mainly face major difficulties in innovating and transforming their organisations into Industry 4.0. They have to use the cash in wages and advertising (Allaudeen, 2018). She adds inadequate marketing and branding resources (53%) and elevated branding costs (52%) have disclosed a fresh study to the most Malaysian SMEs. In Malaysia, the primary problem facing small and medium-sized enterprises is the lack of knowledge of marketing technology, branding, customer loyalty (Lau, 2017). The main concern of tiny and medium-sized companies (SMEs) is the maintenance of sales and profit margins, according to a latest national study of CTOS customer base companies (Sunbiz, 2019).

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