A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran

This research was conducted in order to study the equity drivers that give impact on Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat" that operated under Federal Agricultural Marketing Authority (FAMA). The main purpose of this study is to find the relationship between equi...

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Main Author:	Pasran, Norsalwani
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/89739/1/89739.pdf
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id	my-uitm-ir.89739
record_format	uketd_dc
spelling	my-uitm-ir.897392024-02-01T10:09:38Z A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran 2017 Pasran, Norsalwani Branding (Marketing) This research was conducted in order to study the equity drivers that give impact on Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat" that operated under Federal Agricultural Marketing Authority (FAMA). The main purpose of this study is to find the relationship between equity drivers and Consumer-Based Brand Equity. The independent variable in this study is equity drivers which consist of Service Level, Product Quality, Price and Layout. Meanwhile, the dependent variable for this study is Consumer-Based Brand Equity. The objective of this study is to identify the relationship between the equity drivers and the Consumer-Based Brand Equity in case of 'Agrobazaar Kedai Rakyat". The second objective is to determine which equity drivers is the most dominant to the Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat". In order to determine the relationship between the variables, Pearson's Correlation was conducted. Meanwhile, in order to determine the most dominant equity drivers, Multiple Regression was conducted. The questionnaires were distributed to the respondents in Muar area. This study had found that there were positive relationships between all equity drivers that are service level, product quality, price and layout with Consumer-Based Brand Equity of "Agrobazaar Kedai Rakyat" and the most dominant equity driver is layout. it can be conclude that there is relationship between equity drivers and Consumer-Based Brand Equity. 2017 Thesis https://ir.uitm.edu.my/id/eprint/89739/ https://ir.uitm.edu.my/id/eprint/89739/1/89739.pdf text en public degree Universiti Teknologi MARA, Johor Faculty of Business Management Omar, Nazihah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Omar, Nazihah
topic	Branding (Marketing)
spellingShingle	Branding (Marketing) Pasran, Norsalwani A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran
description	This research was conducted in order to study the equity drivers that give impact on Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat" that operated under Federal Agricultural Marketing Authority (FAMA). The main purpose of this study is to find the relationship between equity drivers and Consumer-Based Brand Equity. The independent variable in this study is equity drivers which consist of Service Level, Product Quality, Price and Layout. Meanwhile, the dependent variable for this study is Consumer-Based Brand Equity. The objective of this study is to identify the relationship between the equity drivers and the Consumer-Based Brand Equity in case of 'Agrobazaar Kedai Rakyat". The second objective is to determine which equity drivers is the most dominant to the Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat". In order to determine the relationship between the variables, Pearson's Correlation was conducted. Meanwhile, in order to determine the most dominant equity drivers, Multiple Regression was conducted. The questionnaires were distributed to the respondents in Muar area. This study had found that there were positive relationships between all equity drivers that are service level, product quality, price and layout with Consumer-Based Brand Equity of "Agrobazaar Kedai Rakyat" and the most dominant equity driver is layout. it can be conclude that there is relationship between equity drivers and Consumer-Based Brand Equity.
format	Thesis
qualification_level	Bachelor degree
author	Pasran, Norsalwani
author_facet	Pasran, Norsalwani
author_sort	Pasran, Norsalwani
title	A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran
title_short	A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran
title_full	A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran
title_fullStr	A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran
title_full_unstemmed	A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran
title_sort	study on the effect of equity drivers on consumer based brand equity in case of agrobazaar kedai rakyat / norsalwani pasran
granting_institution	Universiti Teknologi MARA, Johor
granting_department	Faculty of Business Management
publishDate	2017
url	https://ir.uitm.edu.my/id/eprint/89739/1/89739.pdf
_version_	1794192223877726208

A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran

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