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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Autors principals:	Siti Fatimah Hashim, Rosita Mohd. Tajuddin, Amer Shakir Zainol
Format:	Artigo
Idioma:	Inglês
Publicat:	Universiti Malaysia Pahang Al-Sultan Abdullah Publishing 2020-06-01
Col·lecció:	International Journal of Industrial Management
Matèries:	Consumer perspective model Brand awareness Brand image Purchase intention Brand loyalty Community engagement
Accés en línia:	https://journal.ump.edu.my/ijim/article/view/5630
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