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


Sports Brands

How to Cite

Ilias, N. F. B., Liang, T. K. W., Lo, M. C., Afendi, U. S. binti N., Yee, S. S., & Badruddin, N. I. binti. (2020). Factors Influencing Brand Equity of Sportswear Brand Among Young Adult In Malaysia. Journal of Marketing and Information Systems, 3(1), 26-45. https://doi.org/10.31580/jmis.v3i1.1451


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.



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