Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear
Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international bra...
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| Format: | Article |
| Language: | English |
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Universiti Teknologi MARA
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/17304/ http://ir.unimas.my/id/eprint/17304/1/RELATIONSHIP%20BETWEEN%20BRAND%20EQUITY%20%28abstract%29.pdf |
| _version_ | 1848838261581021184 |
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| author | Fadilah, Siali Pang, Jiayi Mahani Mohammad, Abdu Shakur Siti Aisyah, Ya’kob |
| author_facet | Fadilah, Siali Pang, Jiayi Mahani Mohammad, Abdu Shakur Siti Aisyah, Ya’kob |
| author_sort | Fadilah, Siali |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. |
| first_indexed | 2025-11-15T06:52:45Z |
| format | Article |
| id | unimas-17304 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:52:45Z |
| publishDate | 2016 |
| publisher | Universiti Teknologi MARA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-173042017-08-24T07:46:28Z http://ir.unimas.my/id/eprint/17304/ Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear Fadilah, Siali Pang, Jiayi Mahani Mohammad, Abdu Shakur Siti Aisyah, Ya’kob HF Commerce Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. Universiti Teknologi MARA 2016 Article PeerReviewed text en http://ir.unimas.my/id/eprint/17304/1/RELATIONSHIP%20BETWEEN%20BRAND%20EQUITY%20%28abstract%29.pdf Fadilah, Siali and Pang, Jiayi and Mahani Mohammad, Abdu Shakur and Siti Aisyah, Ya’kob (2016) Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear. International Journal of Service Management and Sustainability, 1 (1). ISSN 0128-3057 http://www.sarawak.uitm.edu.my/ijsms |
| spellingShingle | HF Commerce Fadilah, Siali Pang, Jiayi Mahani Mohammad, Abdu Shakur Siti Aisyah, Ya’kob Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear |
| title | Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear |
| title_full | Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear |
| title_fullStr | Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear |
| title_full_unstemmed | Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear |
| title_short | Relationship Between Brand Equity And Consumer Purchase Decision: A Case Of An International Brand Of Footwear |
| title_sort | relationship between brand equity and consumer purchase decision: a case of an international brand of footwear |
| topic | HF Commerce |
| url | http://ir.unimas.my/id/eprint/17304/ http://ir.unimas.my/id/eprint/17304/ http://ir.unimas.my/id/eprint/17304/1/RELATIONSHIP%20BETWEEN%20BRAND%20EQUITY%20%28abstract%29.pdf |