Abstract:Community Engagement (CE) is investigated in this study as a moderator on whether it can innovatively strengthen the Consumer Perspective Model (CPM) or the opposite, in order to build Strong Brand Equity (SBE) for Malaysia-Origin Fashion Brands’ (MOFBs) business sustainability. CE has been stated to have significant impacts especially through electronic Word-of-Mouth (eWOM) on sustainable advantage. CPM is a strategic brand management model adapted from Consumer-based Brand Equity (CBBE) (Keller, 1993) with I… Show more
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