The antecedents of brand equity development on Malaysian interment service providers
This study attempts to identify the critical antecedents in the formation of solid brand equity in Malaysian Internet service provides which called, TMnet, Jaring, P1 Wimax and Maxis. However the paper proposes tests and investigates theoretical framework of the antecedents of brand equity by employ...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IDOSI Publications
2013
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| Online Access: | http://psasir.upm.edu.my/id/eprint/28194/ http://psasir.upm.edu.my/id/eprint/28194/1/The%20antecedents%20of%20brand%20equity%20development%20on%20Malaysian%20interment%20service%20providers.pdf |
| _version_ | 1848846049293107200 |
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| author | Nikhashemi, Seyed Rajab Paim, Laily Md Sidin, Samsinar Osman, Syuhaily |
| author_facet | Nikhashemi, Seyed Rajab Paim, Laily Md Sidin, Samsinar Osman, Syuhaily |
| author_sort | Nikhashemi, Seyed Rajab |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study attempts to identify the critical antecedents in the formation of solid brand equity in Malaysian Internet service provides which called, TMnet, Jaring, P1 Wimax and Maxis. However the paper proposes tests and investigates theoretical framework of the antecedents of brand equity by employing structure equation modeling (SEM) and collecting survey data from the large sample of Malaysian internet subscribers. Result confirmed that, all four of brand equity antecedents have stronger causal relationships with brand equity, Moreover results supported that perceived quality and consumer loyalty are the most determining factors for developing brand equity in Malaysian internet service providers. This research restricted to the selection of four brands. Clearly, a variety of choice situation must be investigated before generalizable comments can be made to guide the development of brand equity. Another limitation of the present study is
the size and composition of the group which participated in the study. The outcomes provide insights to Malaysian internet service providers and other organizations of similar structure regarding how they may possibly manage marketing strategies for enhanced business performance. |
| first_indexed | 2025-11-15T08:56:32Z |
| format | Article |
| id | upm-28194 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T08:56:32Z |
| publishDate | 2013 |
| publisher | IDOSI Publications |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-281942015-12-08T03:25:52Z http://psasir.upm.edu.my/id/eprint/28194/ The antecedents of brand equity development on Malaysian interment service providers Nikhashemi, Seyed Rajab Paim, Laily Md Sidin, Samsinar Osman, Syuhaily This study attempts to identify the critical antecedents in the formation of solid brand equity in Malaysian Internet service provides which called, TMnet, Jaring, P1 Wimax and Maxis. However the paper proposes tests and investigates theoretical framework of the antecedents of brand equity by employing structure equation modeling (SEM) and collecting survey data from the large sample of Malaysian internet subscribers. Result confirmed that, all four of brand equity antecedents have stronger causal relationships with brand equity, Moreover results supported that perceived quality and consumer loyalty are the most determining factors for developing brand equity in Malaysian internet service providers. This research restricted to the selection of four brands. Clearly, a variety of choice situation must be investigated before generalizable comments can be made to guide the development of brand equity. Another limitation of the present study is the size and composition of the group which participated in the study. The outcomes provide insights to Malaysian internet service providers and other organizations of similar structure regarding how they may possibly manage marketing strategies for enhanced business performance. IDOSI Publications 2013 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/28194/1/The%20antecedents%20of%20brand%20equity%20development%20on%20Malaysian%20interment%20service%20providers.pdf Nikhashemi, Seyed Rajab and Paim, Laily and Md Sidin, Samsinar and Osman, Syuhaily (2013) The antecedents of brand equity development on Malaysian interment service providers. World Applied Sciences Journal, 25 (1). pp. 14-22. ISSN 1818-4952; ESSN: 1991-6426 http://www.idosi.org/wasj/wasj25(1)2013.htm |
| spellingShingle | Nikhashemi, Seyed Rajab Paim, Laily Md Sidin, Samsinar Osman, Syuhaily The antecedents of brand equity development on Malaysian interment service providers |
| title | The antecedents of brand equity development on Malaysian interment service providers |
| title_full | The antecedents of brand equity development on Malaysian interment service providers |
| title_fullStr | The antecedents of brand equity development on Malaysian interment service providers |
| title_full_unstemmed | The antecedents of brand equity development on Malaysian interment service providers |
| title_short | The antecedents of brand equity development on Malaysian interment service providers |
| title_sort | antecedents of brand equity development on malaysian interment service providers |
| url | http://psasir.upm.edu.my/id/eprint/28194/ http://psasir.upm.edu.my/id/eprint/28194/ http://psasir.upm.edu.my/id/eprint/28194/1/The%20antecedents%20of%20brand%20equity%20development%20on%20Malaysian%20interment%20service%20providers.pdf |