Factors Influencing Brand Equity of Sportswear Brand Among Young Adult In Malaysia

Abstract

This research purpose is to study the factors that influencing brand equity of sportswear brand among young adult in Malaysia. 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. There were 3 objectives in this research study: (1) To investigate the factors that influencing brand equity of sportswear brand among young adult in Malacca, (2) To verify the relationship between brand loyalty, brand awareness, brand image and brand associations with brand equity of sportswear brand among young adult in Malacca, (3) To determine the factors that gives biggest impact on brand equity of sportswear brand among young adult in Malacca. SPSS and SEM PLS techniques were used to analyse the data. These studies were focus for the population of young adult in Malacca and the researcher distributed questionnaires to 200 respondents. This research study can facilitate the marketer of manufacturer to understand the foremost factors that may influence consumer which is young adult to purchase a sportswear brand and will advantage marketers in promoting and raising the sportswear production of original product. The result from this research showed that brand awareness gives the most influenced on brand equity.

Impact of Brand Equity Dimensions on Repurchase Intention: Evidence from Soft Drinks Consumption of Adolescents

“…In the contemporary business context, the interest in brand equity among marketers has largely increased, and they have a higher commitment to managing brand equity as the goal of many marketers is to enhance brand equity (Chatzipanagiotou et al, 2019;Martinez & Nishiyama, 2019;Algharabat et al, 2020;Ilias et al, 2020). In this context, the studies which examine the effect of brand equity on repurchase intention have strategic importance for marketers to implement suitable marketing strategies.…”

“…In recent years, brand equity has drawn a renewed interest among researchers and business practitioners in the marketing context (Martinez & Nishiyama, 2019;Algharabat et al, 2020;Ilias et al, 2020). Brands are valuable assets of business where the significant intangible value of brands has made building and managing brand equity a priority for companies of all sizes in a wide variety of industries and markets (Bernd & Geus, 2006;Lehmann et al, 2008;Castano, 2020).…”

Examining the Relationship of Customer Satisfaction and Brand Loyalty in Sports Products among University Students

“…Brand Loyalty: Brand loyalty refers to customers' positive attitude toward a brand, which may result from frequent purchases over time (Ilias et al, 2020). Loyalty represents customer attitudes and reflects customers' permanent commitment (Nora, 2019).…”

“…These factors lead to brand loyalty. Ilias et al (2020) stated that brand loyalty can be described as a positive attitude toward a brand that results in repurchasing over time. Choosing suitable sports attire such as shirts, pants, and shoes is vital to enhancing a healthy lifestyle.…”

“…It represents the consumer's decision to consistently choose a specific brand within a particular product category. Ilias et al (2020) indicated that it happens when buyers perceive satisfaction with the products offered, such as quality at the right price. These factors can lead to repurchase behavior.…”