Brand Equity Awareness In Franchise Networks

Chong, Wei Choong (2007) Brand Equity Awareness In Franchise Networks. Masters thesis, Multimedia University.

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Abstract

The main objective of this present research is to examine the impact of country origin of a franchise brand on its consumer-based equity in the Malaysian market. Brand equity was conceptualized in this paper as a combination of brand associations, perceived quality and brand loyalty.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 02 Sep 2010 06:23
Last Modified: 02 Sep 2010 06:23
URI: http://shdl.mmu.edu.my/id/eprint/1355

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