Emilia Rosemera Uzir

Measuring Consumer-based Brand Equity: Sportswear Market in Malaysia Emilia Rosemera Uzir

The active sportswear and athletic footwear product group is one of the most heavily branded areas in the global apparel market. Estimates hold that over three-quarters of the total active sportswear market, and nearly 80 percent of authentic footwear, are branded. In this study, we discussed about the importance of brand equity of sportswear market in Malaysia. We also discussed why brand equity is important for the sportswear market in Malaysia? This study concerned with comparing a range of different consumer based brand equity measures with the intention of trying to determine how they performed in the sportswear market. More important, we highlighted on the existing consumer behavior and measures of brand equity, which have traditionally been used in the sportswear market in Malaysia. The purpose of this research is to investigate how the respondents are influenced by factors of brand equity (perceived quality, brand awareness, brand association, and brand loyalty) towards sportswear brands. This study more focused on Malaysian environment which is recommended in order to obtain accurate information based on the research findings.