Measuring Consumer-Based Brand Equity

Selim Ahmed

ISBN 10: 3838390202 / ISBN 13: 9783838390208

Published by LAP LAMBERT Academic Publishing Jul 2010, 2010

About this Item

Neuware -The active sportswear and athletic footwear product group is one of the most heavily branded areas in the global apparel market. Estimates hold that over three-quarters of the total active sportswear market, and nearly 80 percent of authentic footwear, are branded. In this study, we discussed about the importance of brand equity of sportswear market in Malaysia. We also discussed why brand equity is important for the sportswear market in Malaysia This study concerned with comparing a range of different consumer based brand equity measures with the intention of trying to determine how they performed in the sportswear market. More important, we highlighted on the existing consumer behavior and measures of brand equity, which have traditionally been used in the sportswear market in Malaysia. The purpose of this research is to investigate how the respondents are influenced by factors of brand equity (perceived quality, brand awareness, brand association, and brand loyalty) towards sportswear brands. This study more focused on Malaysian environment which is recommended in order to obtain accurate information based on the research findings.Books on Demand GmbH, Überseering 33, 22297 Hamburg 124 pp. Englisch.

Seller Inventory # 9783838390208

Bibliographic Details

• Title: Measuring Consumer-Based Brand Equity
• Publisher: LAP LAMBERT Academic Publishing Jul 2010
• Publication Date: 2010
• Language: English
• ISBN 10: 3838390202
• ISBN 13: 9783838390208
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 8D millimeters 220 millimeters width by 150 millimeters height by 8 millimeters depth
• Weight: 203 grams

About this title

Synopsis

The active sportswear and athletic footwear product group is one of the most heavily branded areas in the global apparel market. Estimates hold that over three-quarters of the total active sportswear market, and nearly 80 percent of authentic footwear, are branded. In this study, we discussed about the importance of brand equity of sportswear market in Malaysia. We also discussed why brand equity is important for the sportswear market in Malaysia? This study concerned with comparing a range of different consumer based brand equity measures with the intention of trying to determine how they performed in the sportswear market. More important, we highlighted on the existing consumer behavior and measures of brand equity, which have traditionally been used in the sportswear market in Malaysia. The purpose of this research is to investigate how the respondents are influenced by factors of brand equity (perceived quality, brand awareness, brand association, and brand loyalty) towards sportswear brands. This study more focused on Malaysian environment which is recommended in order to obtain accurate information based on the research findings.

About the Author

Selim Ahmed did Master of Management from International Islamic University Malaysia (IIUM). Currently he is doing research at IIUM and he has published a book "Ranking of Motivational Factors by Employees and Managers: A Malaysian Case Study". Emilia Rosemera Uzir did MBA from University Malaya and she is working in a Malaysian organization.