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.
Aaker, D.A. (1991). Managing Brand Equity, Free Press, New York, NY
Ahmad, K., & Ahmed, S. (2013). Brand Equity and Muslim Consumers : Sportswear Buying Behavior in, (May).
Ahmad, Khaliq, Islam, R., & Ahmed, S. (2008). Sportswear Brand Equity and Muslim Consumers in Malaysia. 1–25.
Ahmad, Klaliq, & Ahmed, S. (2013). Brand Equity and Muslim Consumers : Sportswear Buying Behavior in. (May).
Amine, A. (1998). Consumer s’ true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
Benson, C., & Hedren, M. (2013). Online Brand Communities - a Route to Brand Loyalty?
Burmann, C., Benz, M.J., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62, 390–397.
Chen, A.C.H. (2001). Using free association to examine the relationship between the characteristics of brand equity. Journal of Product & Brand Management, 10(7), 439- 451.
Chieng, F.Y.L., & Lee, G.C. (2011). Customer-based brand equity: a literature review. Journal of Arts Science & Commerce, 2(1), 33-42
Dacin, P. A., & Smith, D. C. (1994). The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research, 31(2), 229. https://doi.org/10.2307/3152196
Dawes, J. (2009). Brand loyalty in the UK sportswear market. International Journal of Market Research, 51(4), 449. https://doi.org/10.2501/S1470785309200670
Eagle, L., Kitchen, P. J., & Bulmer, S. (2007). Insights into interpreting integrated marketing communications: A two-nation qualitative comparison. European Journal of Marketing, 41(7–8), 956–970. https://doi.org/10.1108/03090560710752474
Frank, P. (2016). Article information : Introduction. “Exploring Antecedents and Consequences of Young Consumers’’ Perceived Global Brand Equity", Journal of Product &Brand Management.”
Haque, A., Khatibi, A., & Rahman, S. (2009). Factors influencing buying behavior of piracy products and its impact to Malaysian market. International Review of Business …, 5(March), 383–401. Retrieved from http://www.irbrp.com/media/documents/March/2009/29. Ahasanul.pdf
Hossien Emari. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692–5701. https://doi.org/10.5897/AJBM11.788
Huei, T. Y., Tat, H. H., Sharifuddin, A., & Rasli, A. (n.d.). The Effects of Brand Equity towards Customer Loyalty of a Well-known Sportswear Brand in Malaysia.
Hwang, C. S., & Choi, M. H. (2013). The influence of consumerssports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention. The Research Journal of the Costume Culture, 21(6), 921–937.
Joyce, M. (2001). A Psychographic Analysis of Generation Y College Students. Journal of Advertising Research, 41(5), 33–52. https://doi.org/10.2501/JAR-41-5-33-52
Keller, K. L. (1993). Conceptualizing and Measuring , Brand Managing Customer-Based Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Ko, E., Taylor, C. R., Sung, H., Lee, J., Wagner, U., Martin-Consuegra Navarro, D., & Wang, F. (2011). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research, 65(11), 1565–1575. https://doi.org/10.1016/j.jbusres.2011.02.041
Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389–405. https://doi.org/10.1016/S0167-8116(96)00021-3
Kumar, D. S., Purani, K., & Sahadev, S. (2013). Delivered by Ingenta to : Guest User. 13(4), 347–376. https://doi.org/10.1362/147539210X511362
L. Kinuthia, K. Mburugu, H. Muthomi, & M. Mwihaki. (2012). Factors influencing brand loyalty in sportswear among Kenyan university students: the case of swimmers. Asian Journal of Social Sciences & Humanities, 1(4), 223–231. Retrieved from http://www.ajssh.leena-luna.co.jp/AJSSHPDFs/Vol.1(4)/AJSSH2012(1.4-28).pdf
Lassar, W., Mittal, B., & Sharma, A. (2005). Lassar1995. (1995). https://doi.org/http://dx.doi.org/10.1108/07363769510095270
Lau, Kong Cheen & Phau, I. (2007). Extending Symbolic Brands Using Their Personality: Examining Antecedents and Implications Towards Brand Image Fit and Brand Dilution. Psychology & Marketing, 71(2), 91–92. https://doi.org/10.1002/mar
Lim, R. W., & Aprianingsih, A. (2016). FACTORS INFLUENCING BRAND LOYALTY TOWARDS SPORTSWEAR IN Bandung. 4(8), 932–943.
Lu, J., & Xu, Y. (2015). Chinese young consumers’ brand loyalty toward sportswear products: A perspective of self-congruity. Journal of Product and Brand Management, 24(4), 365–376. https://doi.org/10.1108/JPBM-05-2014-0593
Marshall, N. W. (2010). Commitment , Loyalty And Customer. 8(8), 67–84.
Nowak, L. I., & Washburn, J. H. (2002). Building Brand Equity: Consumer Reactions to Proactive Environmental Policies by the Winery. International Journal of Wine Marketing, 14(3), 5–19. https://doi.org/10.1108/eb008743
Osselaer and Chris Janiszewski. (2001). Two Ways of Learning Brand Associations. Journal of Consumer Research, 28(2), 202–223.
Petry, N. M. (2002). A comparison of young, middle-aged and older adult. Gerontologist, 42(1), 92–99. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/11815703
Rowley, J. (2005). The four Cs of customer loyalty. Marketing Intelligence and Planning, 23(6), 574–581. https://doi.org/10.1108/02634500510624138
Roy, D. P., & Bettina Cornwell, T. (2003). Brand equity’s influence on responses to event sponsorships. Journal of Product & Brand Management, 12(6), 377–393. https://doi.org/10.1108/10610420310498803
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Strähle Jochen, & K. D. (2016). Impact of Brand- And Country Image On The Perception of Sustainability in The Fashion Business. International Journal of Business and Commerce, 5(5), 25–58.
Su, J., & Tong, X. (2015). Brand personality and brand equity: Evidence from the sportswear industry. Journal of Product and Brand Management, 24(2), 124–133. https://doi.org/10.1108/JPBM-01-2014-0482
Tong, X., & Hawley, J. M. (2009). 78. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Lettere Al Nuovo Cimento, 12(8). https://doi.org/10.1108/10610420910972783
Thomas et al (2015, January). Sample size for pre-tests of questionnaires. Journal of Life Research, volume 24, Issue 1, pp 147 – 151.
Uncles, M. D., Wang, C. R., & Kwok, S. (2010). A temporal analysis of behavioural brand loyalty among urban Chinese consumers. Journal of Marketing Management, 26(9–10), 921–942. https://doi.org/10.1080/02672570903441454
Vasudevan, M., & Senthilkumar, V. M. (2017). Brand awareness of “generation y” customers towards doughnut retail outlets in India. Journal of Business and Retail Management Research, 11(4), 108–113. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85025606920&partnerID=40&md5=6f595a3c2edf6a6f5eda42860e6050c1
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior : A Literature Review. Business and Mangement, 3(January), 58–62. https://doi.org/10.4236/ojbm.2015.31006
This work is licensed under a Creative Commons Attribution 4.0 International License.