The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands

Masrun, Sharinee and Albert Gisip, Imelda and Sumin, Viduriati and Harun, Amran (2020) The Effect of Customer-Based Brand Equity (CBBE) Model on Perceived Brand Equity of Sabah SMEs Food Brands. In: Advance in Marketing Research. Penerbit UTHM, pp. 58-69. ISBN 789672389347

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Abstract

In Malaysia, SMEs mainly face major difficulties in innovating and transforming their organisations into Industry 4.0. They have to use the cash in wages and advertising (Allaudeen, 2018). She adds inadequate marketing and branding resources (53%) and elevated branding costs (52%) have disclosed a fresh study to the most Malaysian SMEs. In Malaysia, the primary problem facing small and medium-sized enterprises is the lack of knowledge of marketing technology, branding, customer loyalty (Lau, 2017). The main concern of tiny and medium-sized companies (SMEs) is the maintenance of sales and profit margins, according to a latest national study of CTOS customer base companies (Sunbiz, 2019).

Item Type:	Book Section
Uncontrolled Keywords:	Industries--Malaysia--Case studies. Manufacturing industries--Malaysia
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5428-5429.6 Retail trade
Divisions:	Faculty of Technology Management and Business > Department of Business Management
Depositing User:	Mr. Abdul Rahim Mat Radzuan
Date Deposited:	27 Oct 2021 07:21
Last Modified:	27 Oct 2021 07:21
URI:	http://eprints.uthm.edu.my/id/eprint/1856

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