Measuring consumer based brand equity sportswear market in Malaysia

Today's sportswear industry is booming in Malaysia. Sportswear items became a common and popular category of consumer goods as it gives young people a more relaxed lifestyle and greater comfort. Consumers wear athletic apparel not only in sports activities alone, but also at home, in school, at...

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Bibliographic Details
Main Authors:	Mohd. Israil, Khaliq Ahmad, Islam, Rafikul
Format:	Monograph
Language:	English
Published:	s.n 2012
Subjects:	HB238 Competition. Production. Wealth HB801 Consumption. Demand
Online Access:	http://irep.iium.edu.my/33601/ http://irep.iium.edu.my/33601/ http://irep.iium.edu.my/33601/1/EDW_A10-179-0726..pdf

id	iium-33601
recordtype	eprints
spelling	iium-336012015-12-10T07:28:56Z http://irep.iium.edu.my/33601/ Measuring consumer based brand equity sportswear market in Malaysia Mohd. Israil, Khaliq Ahmad Islam, Rafikul HB238 Competition. Production. Wealth HB801 Consumption. Demand Today's sportswear industry is booming in Malaysia. Sportswear items became a common and popular category of consumer goods as it gives young people a more relaxed lifestyle and greater comfort. Consumers wear athletic apparel not only in sports activities alone, but also at home, in school, at work, or at leisure time. Therefore, this study discusses why sportswear brand equity is important for the Malaysian Muslim consumers. This study is also concerned with comparing a range of different brands since a consumer based brand equity measures with the intention to buy and trying to determine how a brand performed in sportswear industry. An important, dimension of this research is highlighted on the existing Muslim consumer behavior and measures the Muslim youth brand loyalty vis-à-vis traditionally used measures in the sportswear market in Malaysia. The purpose of this research is to investigate how the Muslim consumers are influenced by factors of brand equity (perceived quality, brand awareness, brand association, brand loyalty, and halal branding) towards sportswear brands in the country. This study also focuses on the study of brand equity in the context of Malaysian environment, followed by the results to obtain accurate use of information based on the research findings and analysis for marketing decisions by the sportswear products. s.n 2012-09-11 Monograph NonPeerReviewed application/pdf en http://irep.iium.edu.my/33601/1/EDW_A10-179-0726..pdf Mohd. Israil, Khaliq Ahmad and Islam, Rafikul (2012) Measuring consumer based brand equity sportswear market in Malaysia. Research Report. s.n, Kuala Lumpur. (Unpublished) EDW A10-179-0726
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HB238 Competition. Production. Wealth HB801 Consumption. Demand
spellingShingle	HB238 Competition. Production. Wealth HB801 Consumption. Demand Mohd. Israil, Khaliq Ahmad Islam, Rafikul Measuring consumer based brand equity sportswear market in Malaysia
description	Today's sportswear industry is booming in Malaysia. Sportswear items became a common and popular category of consumer goods as it gives young people a more relaxed lifestyle and greater comfort. Consumers wear athletic apparel not only in sports activities alone, but also at home, in school, at work, or at leisure time. Therefore, this study discusses why sportswear brand equity is important for the Malaysian Muslim consumers. This study is also concerned with comparing a range of different brands since a consumer based brand equity measures with the intention to buy and trying to determine how a brand performed in sportswear industry. An important, dimension of this research is highlighted on the existing Muslim consumer behavior and measures the Muslim youth brand loyalty vis-à-vis traditionally used measures in the sportswear market in Malaysia. The purpose of this research is to investigate how the Muslim consumers are influenced by factors of brand equity (perceived quality, brand awareness, brand association, brand loyalty, and halal branding) towards sportswear brands in the country. This study also focuses on the study of brand equity in the context of Malaysian environment, followed by the results to obtain accurate use of information based on the research findings and analysis for marketing decisions by the sportswear products.
format	Monograph
author	Mohd. Israil, Khaliq Ahmad Islam, Rafikul
author_facet	Mohd. Israil, Khaliq Ahmad Islam, Rafikul
author_sort	Mohd. Israil, Khaliq Ahmad
title	Measuring consumer based brand equity sportswear market in Malaysia
title_short	Measuring consumer based brand equity sportswear market in Malaysia
title_full	Measuring consumer based brand equity sportswear market in Malaysia
title_fullStr	Measuring consumer based brand equity sportswear market in Malaysia
title_full_unstemmed	Measuring consumer based brand equity sportswear market in Malaysia
title_sort	measuring consumer based brand equity sportswear market in malaysia
publisher	s.n
publishDate	2012
url	http://irep.iium.edu.my/33601/ http://irep.iium.edu.my/33601/ http://irep.iium.edu.my/33601/1/EDW_A10-179-0726..pdf
first_indexed	2023-09-18T20:48:34Z
last_indexed	2023-09-18T20:48:34Z
_version_	1777409840483663872

Measuring consumer based brand equity sportswear market in Malaysia

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