Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin
This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve hig...
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| Format: | Student Project |
| Language: | English |
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Faculty of Business and Management
2018
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| Online Access: | https://ir.uitm.edu.my/id/eprint/21222/ |
| _version_ | 1848805194666606592 |
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| author | Noorafuddin, Nurul Fatihah |
| author_facet | Noorafuddin, Nurul Fatihah |
| author_sort | Noorafuddin, Nurul Fatihah |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. In this study, four (4) factors were adopted which is brand association, brand awareness, brand loyalty and brand image. These studies were focus for the population of generation Y in UiTM Bandaraya Melaka. 150 sets of questionnaires were distributed and only 120 were returned. The results from this study found that brand image is the factor that gives the greatest impact on brand equity. Convenience sampling was the sampling method for this study. The data of correlation and regression was analysed by using SPSS. |
| first_indexed | 2025-11-14T22:07:10Z |
| format | Student Project |
| id | uitm-21222 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:07:10Z |
| publishDate | 2018 |
| publisher | Faculty of Business and Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-212222018-10-17T03:12:30Z https://ir.uitm.edu.my/id/eprint/21222/ Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin Noorafuddin, Nurul Fatihah Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA This research purpose is to study the factors that influencing brand equity of sportswear brand among generation Y in UiTM Bandaraya Melaka. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. In this study, four (4) factors were adopted which is brand association, brand awareness, brand loyalty and brand image. These studies were focus for the population of generation Y in UiTM Bandaraya Melaka. 150 sets of questionnaires were distributed and only 120 were returned. The results from this study found that brand image is the factor that gives the greatest impact on brand equity. Convenience sampling was the sampling method for this study. The data of correlation and regression was analysed by using SPSS. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/21222/1/PPb_NURUL%20FATIHAH%20NOORAFUDDIN%20M%20BM%2018_5.pdf Noorafuddin, Nurul Fatihah (2018) Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin. (2018) [Student Project] <http://terminalib.uitm.edu.my/21222.pdf> (Unpublished) |
| spellingShingle | Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA Noorafuddin, Nurul Fatihah Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin |
| title | Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin |
| title_full | Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin |
| title_fullStr | Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin |
| title_full_unstemmed | Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin |
| title_short | Factors influencing brand equity of sportswear brand among Generation Y in UiTM Bandaraya Melaka / Nurul Fatihah Noorafuddin |
| title_sort | factors influencing brand equity of sportswear brand among generation y in uitm bandaraya melaka / nurul fatihah noorafuddin |
| topic | Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Melaka Universiti Teknologi MARA |
| url | https://ir.uitm.edu.my/id/eprint/21222/ |