Brand Equity Awareness In Franchise Networks
The main objective of this present research is to examine the impact of country origin of a franchise brand on its consumer-based equity in the Malaysian market. Brand equity was conceptualized in this paper as a combination of brand associations, perceived quality and brand loyalty.
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| Format: | Thesis |
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2007
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| Online Access: | http://shdl.mmu.edu.my/1355/ |
| Summary: | The main objective of this present research is to examine the impact of country origin of a franchise brand on its consumer-based equity in the Malaysian market. Brand equity was conceptualized in this paper as a combination of brand associations, perceived quality and brand loyalty. |
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