Abstract

In Malaysia, high-speed university growth is confronted with the business climate. The notion of branding was at variance with business research for the university, it should or should not be shown. The purpose of the review is to display the significant impact of brand equity, on Brand awareness, Brand association, Brand Loyalty and Perceived Quality. In this study, one dependent variable and 4 independent variables was tested. Brand equity is defined in this term as the distinction of the firm and what may be the element to be in brand equity. A realistic, non-random sampling technique was made to test the hypothesis of Brand awareness, Brand association, Brand Loyalty and Perceived Quality effect on brand equity. One hundred and sixty-five surveys have been sent across Whatsapp and emails to Klang Valley with different age groups. The responses from the survey were tested by SPSS. To test the reliability (internal consistency) of the data, Cronbach alpha was performed. The data was initially tested for levene test before it has been tested using regression analysis. Then, when the test not violate null hypothesis, regression analysis such as ANOVA was performed. To accept the hypothesis of objective, the person correlation coefficient was performed. The study revealed which Brand awareness, Brand association, Brand Loyalty and Perceived Quality do have huge influence on brand equity. This finding will not only provide a credible basis for the possible service industry, such as colleges. It is also a crucial potential research strategy to boost the brand value for the organization.

Highlights

  • The new initiative in the marketing field is for brand equity

  • In a country like Malaysia, higher standard of education is one of the key points taken into consideration when it comes to being competitive as a country (Wan, Sirat and Razak 2018)

  • Summary: Ranking of Independent Variables The mean and standard deviation have been estimated for each vector above

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Summary

Introduction

The higher education in Malaysia was chosen to be supported by industry. The university study on the levels of Kuala Lumpur, Malaysia focuses on college and university levels of education. In a country like Malaysia, higher standard of education is one of the key points taken into consideration when it comes to being competitive as a country (Wan, Sirat and Razak 2018). There are three primary types of tertiary education, which are public universities, private universities and colleges (Ballesteros, 2007). Based on the source number published by StudyMalaysia.com, which reports that there are approximately 20 public universities and 47 private universities in Malaysia, the Ministry of Education suggests that there are 34 universities and 10 foreign universities in Malaysia (List of Universities in Malaysia, 2018)

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