Consumer-Based Brand Equity: Relationship Between Country of Origin and Brand Equity Dimension
Ekuiti Jenama Berasaskan Pengguna: Hubungan antara Negara Asal dan Dimensi Ekuiti Jenama

UKM-Graduate School of Business
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

shahalam@ukm.edu.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

zizahcs@ukm.edu.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

mohdhelmiali@ukm.edu.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

norasiah@ukm.edu.my

Abstract

Consumer-based brand equity is essential in marketing strategy as it can affect firm performance. This study examines the relationship between country of origin effect on consumer-brand equity, for a selected product category in Malaysian market. In this context, a conceptual research model was developed based on previous literature of brand equity. Convenient sampling procedure was used in this research using self-administered questionnaire to collect data from a total of 378 car buyers in Klang Valley, Malaysia. This study tested eight hypotheses. The multiple regression result shows that country of origin is one of the important predictors for brand awareness, brand association, perceived quality and brand loyalty. Both implication of research and implication of practice are discussed.

Keywords

consumer-based brand equity; Country of origin; empirical study; Malaysia
https://doi.org/10.17576/pengurusan-2018-53-13

Citation

Alam, S. S., Che Senik, Z., Ali, M. H., & Omar, N. A (2018). Consumer-Based Brand Equity: Relationship Between Country of Origin and Brand Equity Dimension. Jurnal Pengurusan, 53, 147–157. https://doi.org/10.17576/pengurusan-2018-53-13

@article{shahalam2018consumer-based,
  title={Consumer-Based Brand Equity: Relationship Between Country of Origin and Brand Equity Dimension},
  author={Alam, Syed Shah and Che Senik, Zizah and Ali, Mohd Helmi and Omar, Nor Asiah},
  journal={Jurnal Pengurusan},
 

volume={53},
  number={},
  pages={147—157},
  year={2018},
  doi={https://doi.org/10.17576/pengurusan-2018-53-13},
  publisher={Penerbit UKM},
}

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53 (2018) 147 – 157

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