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THE INNOVATIVE ROLES OF COMMUNITY ENGAGEMENT AS A MODERATOR IN CONSUMER PERSPECTIVE MODEL FOR MALAYSIA-ORIGIN FASHION BRANDS’ BUSINESS SUSTAINABILITY

Community Engagement (CE) is investigated in this study as a moderator on whether it can innovatively strengthen the Consumer Perspective Model (CPM) or the opposite, in order to build Strong Brand Equity (SBE) for Malaysia-Origin Fashion Brands’ (MOFBs) business sustainability. CE has been stated...

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Principais autores: Siti Fatimah Hashim, Rosita Mohd. Tajuddin, Amer Shakir Zainol
Formato: Artigo
Idioma:Inglês
Publicado em: Universiti Malaysia Pahang Al-Sultan Abdullah Publishing 2020-06-01
coleção:International Journal of Industrial Management
Assuntos:
Consumer perspective model
Brand awareness
Brand image
Purchase intention
Brand loyalty
Community engagement
Acesso em linha:https://journal.ump.edu.my/ijim/article/view/5630
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