What Drives Brand Equity? The Perspective of Malaysian Consumers

Authors

  • Norjaya Mohd Yasin Faculty of Economics and Business, Universiti Kebangsaan Malaysia, Malaysia
  • Mohd Nasser Noor School of Management Universiti Sains Malaysia, Malaysia
  • Osman Mohamad School of Management Universiti Sains Malaysia, Malaysia

DOI:

https://doi.org/10.32890/mmj2005.9.4

Abstract

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, refrigerators and air-conditioners. In the conceptual model of brand equity, the dimensions of brand awareness, brand loyalty, perceived quality, and brand associations are postulated to affect the formation of brand equity. On the basis of an analysis of a survey data of 501 respondents taken from consumers of household electrical appliances in the state of Selangor and the Federal Territory of Kuala Lumpur; this study found that the dimensions of brand equity comprised of three elements, namely, brand distinctiveness, brand loyalty, and brand awareness/associations. These three elements were found to have positive and significant influences on the formation of brand equity of electrical goods.

 

Downloads

Download data is not yet available.

References

| Aaker, D. A. (1996). Building Strong Brands. New > York: The Free Press... —

Sean. B.L. (1992). Brand loyalty and marketing strategy: an application to home appliances. Marketing Science, 11, 21-é 38 ba, J. W., & Hutchinson, W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13. 411-453. — “—Baldinger, A. L. (1990). Defining and applying 2 the brand equity concept: Why the OO. researcher should care. Journal of Pa Advertising Research, RC2 - RC5. _~ lackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, RC2-RC7.

Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product & Brand Management, 4, 26-32.

Cobb-Walgren, C.J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Advertising, 24, 25-40. Journal of

Dodds, W. B. Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-19.

D. Souza, G., & Rao, R. C. (1995). Can repeating an advertisement more frequently than the competition affect brand preference in a mature market? Journal of Marketing, 59, 32-47. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., &

Black, W. C. (1998). Multivariate Data Analysis, Fifth Edition, Upper Saddle River, New Jersey, U.S.A: Prentice-Hall International Inc.

Hoyer, W. D. & Brown, S. P. (1990). The effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17, 141-148.

Igbaria, M., Livari, J., & Maragahh, H. (1995). Why do individuals use computer technology? a Finnish case study. Information and Management, 29, 227-238.

Jacoby, J., Szybillo, G. J., & Busato-Schach, J. (1977). Information acquisition behavior in brand choice situations. Journal of Consumer Research, 3, 209-216.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall. Malaysian Management Journal 9 (1 & 2), 37-54 (2005)

Kim, P. (1990). A perspective on brands. The Journal of Consumer Marketing, 7, 63-67.

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48, 5-15. urphy, J. M. (1987). Branding: A Key Marketing Tool. London: Macmillan. my = Nedungadi, P. (1990). Recall and consumer consideration sets: influencing choice without altering brand evaluations. Journal of Consumer Research, 17, 263-76.

Nunnaly, J. C. (1978). Psychometric Theory. (2ed.) Edition. New York: McGraw-Hill. Population and Housing Census of Malaysia, 2000. Preliminary Count Report, Department of Statistics, October. j.uum.edu //mm http

Srivastava, R., & Shocker, A. D. (1991). Brand equity: a perspective on its meaning and measurement. Marketing Science Institute Working Paper Series. Report No. 91-124. Cambridge, MA: Marketing Science Institute.

Woon, B. N, Marshall, R., & Keller, K. L. (1999). Measuring brand power. The Journal of Product & Brand Management, 8.

Wilkie, W. L. (1994). Consumer Behavior. New York. NY: John Wiley and Sons.

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195-211.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22 Malaysian Management Journal 9 (1 & 2), 37-54 (2005)

Downloads

Published

01-12-2005

Issue

Vol. 9 No. 1&2 (2005): Malaysian Management Journal (MMJ) Vol. 9 No.1&2 June/December 2005

Section

Articles

How to Cite

Mohd Yasin, N., Noor, M. N., & Mohamad, O. (2005). What Drives Brand Equity? The Perspective of Malaysian Consumers. Malaysian Management Journal, 9(1&2), 37-54. https://doi.org/10.32890/mmj2005.9.4

Research impact

Harvested 2026-09-06
0 citations recorded so far

Counts differ between services because each indexes a different body of literature. None of them is the whole picture.

Identifiers DOI 10.32890/mmj2005.9.4

Most read articles by the same author(s)