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You searched Library Catalogue - Publisher: Cambridge University Press,
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Call Number (WOU)
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SP CEMBA 2016 77
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Author
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Ho, Pin Chang
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Title
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Determinants of brand equity in the machine tool industry: a study on the machine tool in Malaysia, focused in Klang valley market. / Ho Pin Chang
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Abstract
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The purpose of this research is to investigate the determinants of brand equity in the machine tool industry in Malaysia, focused in Klang valley market. The four elements of brand
awareness, perceived quality, brand association and brand loyalty were studied for their
relation towards brand equity. A number of 85 respondents, from the SME engineering
companies located in Klang Valley area took part in the survey. The respondents were chosen
randomly. Data was collected using questionnaires and tested for reliability with Cronbach
Alpha. The results revealed the customer of machine tool are concern of customer-base brand equity. The customer attitudes towards brand awareness, perceived quality and brand loyalty shows there is a significate relation with brand equity. However, there is no conclusion for brand association due to the gathered data failed the reliability test. The hypothesis for brand equity and the brand awareness, perceived quality and brand loyalty tested and supported. Lastly, some recommendations for building stronger brand loyalty, improvement of perceived quality and building strong brand awareness.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2016
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Physical Description
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1 online resource ( 93 pages) : illustrations, text file, PDF.
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Subject
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Machine-tool industry -- Malaysia.
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