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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.

Bibliographic Details
Main Author:	Chong, Wei Choong
Format:	Thesis
Published:	2007
Subjects:	HF5410-5417.5 Marketing. Distribution of products
Online Access:	http://shdl.mmu.edu.my/1355/

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