Szujaa, Suthesan and Vikhneskumar, Selvakumaran (2018) Antecedents of brand equity in hair care products among young adults in Klang valley, Malaysia. Final Year Project, UTAR.
Abstract
This research aims to study the relationship between brand association, brand loyalty, brand awareness and social media marketing towards brand equity of hair care products among young adults in Klang Valley. The target respondents in this study are young adults who are aged between 20-35 years old. Besides, 175 sets of questionnaires were distributed through online and offline mediums to respondents. Data collected from the survey are analysed using Statistical Package for Social Science (SPSS) version 23. Respondents’ feedback was analysed and presented through descriptive analysis, reliability analysis, Pearson Correlation and Multiple Regression analysis. The research findings shows that brand loyalty, brand awareness and social media marketing have significant positive relationship with brand equity of hair care products and brand association was found to not have a significant relationship with brand equity of hair care products. Lastly, managerial implications have been discussed to provide insightful information to hair care products’ manufacturers and businesses. Last but not least, the limitations associated with this research were stated and recommendations were developed in order to assist future researchers in managing the limitation.
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