Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin

This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve hig...

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Main Author:	Noorafuddin, Nurul Fatihah
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA
Online Access:	http://ir.uitm.edu.my/id/eprint/21222/ http://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf

id	uitm-21222
recordtype	eprints
spelling	uitm-212222018-10-17T03:12:30Z http://ir.uitm.edu.my/id/eprint/21222/ Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin Noorafuddin, Nurul Fatihah Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. In this study, four (4) factors were adopted which is brand association, brand awareness, brand loyalty and brand image. These studies were focus for the population of generation Y in UiTM Bandaraya Melaka. 150 sets of questionnaires were distributed and only 120 were returned. The results from this study found that brand image is the factor that gives the greatest impact on brand equity. Convenience sampling was the sampling method for this study. The data of correlation and regression was analysed by using SPSS. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf Noorafuddin, Nurul Fatihah (2018) Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA
spellingShingle	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA Noorafuddin, Nurul Fatihah Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
description	This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. In this study, four (4) factors were adopted which is brand association, brand awareness, brand loyalty and brand image. These studies were focus for the population of generation Y in UiTM Bandaraya Melaka. 150 sets of questionnaires were distributed and only 120 were returned. The results from this study found that brand image is the factor that gives the greatest impact on brand equity. Convenience sampling was the sampling method for this study. The data of correlation and regression was analysed by using SPSS.
format	Student Project
author	Noorafuddin, Nurul Fatihah
author_facet	Noorafuddin, Nurul Fatihah
author_sort	Noorafuddin, Nurul Fatihah
title	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_short	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_full	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_fullStr	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_full_unstemmed	Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
title_sort	factors influencing brand equity of sportswear brand among generation y in uitm bandaraya melaka / nurul fatihah noorafuddin
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21222/ http://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf
first_indexed	2023-09-18T23:06:07Z
last_indexed	2023-09-18T23:06:07Z
_version_	1777418494226202624

Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin

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