What Drives Brand Equity? The Perspective of Malaysian Consumers
Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrige...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Utara Malaysia Press
2006
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/30642/1/MMJ%209%201%262%202005%2037-54.pdf |