Critical factors for developing brand equity: an empirical investigation in Malaysia

The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succee...

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Main Authors:	Silva, Suranga, Nikhashemi, Seyed Rajab, Haque, A. K. M. Ahasanul, Yasmin, Farzana, Khatibi, Ali
Format:	Article
Language:	English
Published:	International Organization of Scientific Research (IOSR) 2012
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/1/Critical_Factors_for_Developing_Brand_Equity_An_Empirical_Investigation_In_Malaysia.pdf

id	iium-26457
recordtype	eprints
spelling	iium-264572012-12-05T08:00:46Z http://irep.iium.edu.my/26457/ Critical factors for developing brand equity: an empirical investigation in Malaysia Silva, Suranga Nikhashemi, Seyed Rajab Haque, A. K. M. Ahasanul Yasmin, Farzana Khatibi, Ali HF5001 Business. Business Administration The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succeeded in using their brand as a source for their company's worth, others lagged behind, trying to comprehend the real value of branding. This study draws upon past literatures in branding and proposes the use the brand equity concept towards formulating a meaningful plat for a Malaysian Internet service called TMnet, Jaring and Maxis to nest. This study develops a brand equity construct which nestles upon brand concept of functionality, image, perceived quality and brand loyalty. Developing brand equity is not an easy task. Therefore, this study tries to identify the important factors for creating brand equity. Results of this study shows that perceived quality is the most important factor for developing brand equity. The results of this study confirm the significant influence of these four utmost important factors on brand equity. In conclusion, practitioners can derive a better understanding of the activities that are undertaken by these organizations and how the way these activities are being dealt with. Keywords: Functionality, image of brand, perceived quality of brand and brand loyalty International Organization of Scientific Research (IOSR) 2012-07 Article PeerReviewed application/pdf en http://irep.iium.edu.my/26457/1/Critical_Factors_for_Developing_Brand_Equity_An_Empirical_Investigation_In_Malaysia.pdf Silva, Suranga and Nikhashemi, Seyed Rajab and Haque, A. K. M. Ahasanul and Yasmin, Farzana and Khatibi, Ali (2012) Critical factors for developing brand equity: an empirical investigation in Malaysia. IOSR Journal of Business and Management, 1 (4). pp. 13-20. ISSN 2278-487X http://iosrjournals.org/iosr-jbm/pages/v1i4.html
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Silva, Suranga Nikhashemi, Seyed Rajab Haque, A. K. M. Ahasanul Yasmin, Farzana Khatibi, Ali Critical factors for developing brand equity: an empirical investigation in Malaysia
description	The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succeeded in using their brand as a source for their company's worth, others lagged behind, trying to comprehend the real value of branding. This study draws upon past literatures in branding and proposes the use the brand equity concept towards formulating a meaningful plat for a Malaysian Internet service called TMnet, Jaring and Maxis to nest. This study develops a brand equity construct which nestles upon brand concept of functionality, image, perceived quality and brand loyalty. Developing brand equity is not an easy task. Therefore, this study tries to identify the important factors for creating brand equity. Results of this study shows that perceived quality is the most important factor for developing brand equity. The results of this study confirm the significant influence of these four utmost important factors on brand equity. In conclusion, practitioners can derive a better understanding of the activities that are undertaken by these organizations and how the way these activities are being dealt with. Keywords: Functionality, image of brand, perceived quality of brand and brand loyalty
format	Article
author	Silva, Suranga Nikhashemi, Seyed Rajab Haque, A. K. M. Ahasanul Yasmin, Farzana Khatibi, Ali
author_facet	Silva, Suranga Nikhashemi, Seyed Rajab Haque, A. K. M. Ahasanul Yasmin, Farzana Khatibi, Ali
author_sort	Silva, Suranga
title	Critical factors for developing brand equity: an empirical investigation in Malaysia
title_short	Critical factors for developing brand equity: an empirical investigation in Malaysia
title_full	Critical factors for developing brand equity: an empirical investigation in Malaysia
title_fullStr	Critical factors for developing brand equity: an empirical investigation in Malaysia
title_full_unstemmed	Critical factors for developing brand equity: an empirical investigation in Malaysia
title_sort	critical factors for developing brand equity: an empirical investigation in malaysia
publisher	International Organization of Scientific Research (IOSR)
publishDate	2012
url	http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/1/Critical_Factors_for_Developing_Brand_Equity_An_Empirical_Investigation_In_Malaysia.pdf
first_indexed	2023-09-18T20:39:25Z
last_indexed	2023-09-18T20:39:25Z
_version_	1777409264968531968

Critical factors for developing brand equity: an empirical investigation in Malaysia

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