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Brand competitiveness: a study of cement brand in Malaysia.

Ahmad , Abd. Rahman and Md. Sapry, Hairul Rizad (2008) Brand competitiveness: a study of cement brand in Malaysia. In: International Accounting and Business Conference 208, 18 - 19 August 2008., Johor Bahru, Johor..

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Abstract

The purpose of this research is to study the competitiveness of XY cement company brand with others competitors available in the market. The variables developed to facilitate these studies are brand knowledge, brand positioning, and purchase intention. A survey of 87 customers was used as respondent to examine the competitiveness of XY cement company brand. The result of the study showed that quality is the main concern of the customers, which highly influence to purchase intention. The study also reveals that good pricing strategy is lacking from the current management, which affect the customer purchase intention for the brand. Recognizing some of the weaknesses in the current practice, the study provides a clear prescription as to what companies should do in order to create a strong brand in the market. A combination of superior quality and good pricing strategy will increase customer intention to purchase the brand. When customers willing to pay a premium for their brand of choice, the brand can become a strong brand and company’s most valuable assets

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Branding; Branding Strategy.
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Technology Management and Business > Department of Technology Management
Depositing User: Mrs Hasliza Hamdan
Date Deposited: 23 Apr 2012 01:02
Last Modified: 23 Apr 2012 01:02
URI: http://eprints.uthm.edu.my/id/eprint/2323
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