Consumer-Based Brand Equity: Relationship between Country of Origin and Brand Equity Dimension

Syed Shah Alam, Zizah Che Senik, Nor Asiah Omar, Mohd Helmi Ali

Abstract


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: Country of origin; consumer-based brand equity; empirical study; Malaysia.

ABSTRAK

Ekuiti jenama berasaskan pengguna adalah penting dalam strategi pemasaran kerana ia boleh mempengaruhi prestasi firma. Kajian ini mengkaji hubungan antara kesan atau efek negara asal ke atas ekuiti jenama pengguna, untuk kategori produk terpilih dalam pasaran Malaysia. Dalam konteks ini, model penyelidikan konseptual telah dibangunkan berdasarkan dapatan literatur lepas berkaitan ekuiti jenama. Prosedur persampelan yang mudah digunakan dalam kajian ini dengan menggunakan soal selidik sendiri untuk mengumpulkan data yang membabitkan sejumlah 378 pembeli kereta di Lembah Klang, Malaysia. Kajian ini menguji lapan hipotesis. Hasil regresi berganda menunjukkan bahawa negara asal adalah salah satu peramal penting untuk kesedaran jenama, persatuan jenama, kualiti dan kesetiaan jenama. Kedua-dua implikasi penyelidikan dan implikasi amalan juga dibincangkan.

Kata kunci: Negara asal; ekuiti jenama berasaskan pengguna; kajian empirikal; Malaysia.


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