The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia

Purpose - Given the rising number of brands available in the country, there may be a corresponding rise in customer loyalty towards their preferred brand. There are many reasons why customers remain loyal to their favorite brand. One reason is brand equity. The purpose of this research is to examine...

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Main Authors:	Tan, Yew Huei, Huam, Hon Tat, Ahmad, Sharifuddin, Amran, Rasli, Mohamad Rozi, Hassan, Nasser, Noor
Format:	Conference or Workshop Item
Language:	English
Published:	2010
Subjects:	HD Industries. Land use. Labor
Online Access:	http://umpir.ump.edu.my/id/eprint/17705/ http://umpir.ump.edu.my/id/eprint/17705/1/fim-2010-rozi-effects%20of%20brand%20equity%20towards.pdf

id	ump-17705
recordtype	eprints
spelling	ump-177052017-05-16T07:03:53Z http://umpir.ump.edu.my/id/eprint/17705/ The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia Tan, Yew Huei Huam, Hon Tat Ahmad, Sharifuddin Amran, Rasli Mohamad Rozi, Hassan Nasser, Noor HD Industries. Land use. Labor Purpose - Given the rising number of brands available in the country, there may be a corresponding rise in customer loyalty towards their preferred brand. There are many reasons why customers remain loyal to their favorite brand. One reason is brand equity. The purpose of this research is to examine the relationship between brand equity and customer loyalty towards a well-known sportswear brand among students attending one of the public universities in Malaysia. Methodology – In order to carry out this research, a quantitative research approach was used. A questionnaire was developed and randomly distributed to 300 respondents. Reliability analysis, Person correlation analysis and multiple regression analysis were used to analyze the data. Findings – The result of this research suggests that satisfaction, resistance to change and affect are consistently the most important dimensions that influence customer loyalty. However, based on this research, it shows that trust and value have no significant relationship with customer loyalty. Future Research – One of the limitations in this research is that some respondents were not serious in answering the questionnaire. In addition, the population of this research was only among students in the university. As a result, the analysis may not be generally applied. Therefore, it is recommended that future researchers conduct similar research in a larger population in order to get a more reliable and accurate result. Originality/value – This research provides a valuable insight into a well-known sportswear brand, or even the sportswear industry, and contributes to a greater understanding of the success factors manufacturers need to focus on in order achieve a high level of customer loyalty. 2010 Conference or Workshop Item NonPeerReviewed application/pdf en http://umpir.ump.edu.my/id/eprint/17705/1/fim-2010-rozi-effects%20of%20brand%20equity%20towards.pdf Tan, Yew Huei and Huam, Hon Tat and Ahmad, Sharifuddin and Amran, Rasli and Mohamad Rozi, Hassan and Nasser, Noor (2010) The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia. In: International Economic and Business Management Conference (IEBMC 2010), 16 November 2010 , Universiti Tenaga Nasional. pp. 1-13..
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Malaysia Pahang
building	UMP Institutional Repository
collection	Online Access
language	English
topic	HD Industries. Land use. Labor
spellingShingle	HD Industries. Land use. Labor Tan, Yew Huei Huam, Hon Tat Ahmad, Sharifuddin Amran, Rasli Mohamad Rozi, Hassan Nasser, Noor The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia
description	Purpose - Given the rising number of brands available in the country, there may be a corresponding rise in customer loyalty towards their preferred brand. There are many reasons why customers remain loyal to their favorite brand. One reason is brand equity. The purpose of this research is to examine the relationship between brand equity and customer loyalty towards a well-known sportswear brand among students attending one of the public universities in Malaysia. Methodology – In order to carry out this research, a quantitative research approach was used. A questionnaire was developed and randomly distributed to 300 respondents. Reliability analysis, Person correlation analysis and multiple regression analysis were used to analyze the data. Findings – The result of this research suggests that satisfaction, resistance to change and affect are consistently the most important dimensions that influence customer loyalty. However, based on this research, it shows that trust and value have no significant relationship with customer loyalty. Future Research – One of the limitations in this research is that some respondents were not serious in answering the questionnaire. In addition, the population of this research was only among students in the university. As a result, the analysis may not be generally applied. Therefore, it is recommended that future researchers conduct similar research in a larger population in order to get a more reliable and accurate result. Originality/value – This research provides a valuable insight into a well-known sportswear brand, or even the sportswear industry, and contributes to a greater understanding of the success factors manufacturers need to focus on in order achieve a high level of customer loyalty.
format	Conference or Workshop Item
author	Tan, Yew Huei Huam, Hon Tat Ahmad, Sharifuddin Amran, Rasli Mohamad Rozi, Hassan Nasser, Noor
author_facet	Tan, Yew Huei Huam, Hon Tat Ahmad, Sharifuddin Amran, Rasli Mohamad Rozi, Hassan Nasser, Noor
author_sort	Tan, Yew Huei
title	The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia
title_short	The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia
title_full	The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia
title_fullStr	The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia
title_full_unstemmed	The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia
title_sort	effects of brand equity towards customer loyalty of a well-known sportswear brand in malaysia
publishDate	2010
url	http://umpir.ump.edu.my/id/eprint/17705/ http://umpir.ump.edu.my/id/eprint/17705/1/fim-2010-rozi-effects%20of%20brand%20equity%20towards.pdf
first_indexed	2023-09-18T22:24:36Z
last_indexed	2023-09-18T22:24:36Z
_version_	1777415882456170496

The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia

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