Exploring the Strategic Role of Brand Equity Towards Competitive Advantage in the Smartphone Industry

• المؤلفون الرئيسيون: Hashim, Sharizal, Ying, Elaine Liew Yi, Ahmed, Sheraz
• التنسيق: text
• منشور في: Animo Repository 2019
• الموضوعات: brand associations; brand awareness; brand equity; brand loyalty; perceived quality
• الوصول للمادة أونلاين: https://animorepository.dlsu.edu.ph/apssr/vol19/iss3/5; https://animorepository.dlsu.edu.ph/context/apssr/article/1239/viewcontent/RA_204.pdf

This study intends to explore the strategic role of brand equity towards competitive advantage from the customer’s perspective in the context of the smartphone market in Kuching, a city located in Sarawak, Malaysia. Based on the two competitive advantage strategies (cost advantage and differentiatio...