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UNIRAZAK Library Pustaka
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| Abstract : Unirazak Library |
| ABSTRACT Abstract of the project paper submitted to the Senate of Universiti Tun Abdul Razak in partial fulfilment of the requirements for the Master of Business Administration. Measuring Market Maturity from a Branding Perspective in the Malaysian Modest Fashion Sector By Ahmad Kamal bin Abdollah October 2022 This study seeks to determine the level of development or maturity of the Malaysian modest fashion market by utilizing Mary Goodyear’s spectrum of consumerization. This is done through comparing the correlation of each stage of the spectrum to the level of brand loyalty in the market. Brand custodians need to have better means of gauging whether a brand strategy would be relevant to the market. Goodyear posits that certain markets may not be ready or mature enough to accept certain strategies that are developed for much more advanced markets. This study utilises an online survey methodology to compare responses on a Likert scale for the various stages on the spectrum of consumerization to the responses measuring Brand Loyalty. A total of 73 filtered useable responses were collected. The study showed strong correlations between the first three stages of branding And brand loyalty, indicating that the market is at stage 3 – “Brand as Icon”. The implication is that brand custodians can spend more resources to develop brands that are iconic as the market is now more receptive towards such an approach. It also implies that any new brands must be able to fulfill the first two stages i.e., have clear brand identities and brand personalities. |
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