دورية أكاديمية
Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry
| العنوان: | Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry |
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| المؤلفون: | Wong Chee Hoo, Chai Yi Xin, Visal Moosa |
| المصدر: | Innovative Marketing, Vol 20, Iss 1, Pp 40-50 (2024) |
| بيانات النشر: | LLC "CPC "Business Perspectives", 2024. |
| سنة النشر: | 2024 |
| المجموعة: | LCC:Marketing. Distribution of products |
| مصطلحات موضوعية: | brand associations, brand awareness, brand equity, brand loyalty, Malaysia, perceived brand quality, Marketing. Distribution of products, HF5410-5417.5 |
| الوصف: | 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 association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia. AcknowledgmentThe authors thank INTI International University, Malaysia, for providing financial support to publish this paper. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 1814-2427 1816-6326 |
| Relation: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19464/IM_2024_01_Hoo.pdf; https://doaj.org/toc/1814-2427; https://doaj.org/toc/1816-6326 |
| DOI: | 10.21511/im.20(1).2024.04 |
| URL الوصول: | https://doaj.org/article/88236d38c3df4e32b48f5568cd390d22 |
| رقم الأكسشن: | edsdoj.88236d38c3df4e32b48f5568cd390d22 |
| قاعدة البيانات: | Directory of Open Access Journals |
Full Text Finder | تدمد: | 18142427 18166326 |
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| DOI: | 10.21511/im.20(1).2024.04 |