Integration Of Marketing Communication Options And Their Impact Towards Brand Equity Of Local Muslimah Clothing Product

Noor Halimah, Ali Akbar (2015) Integration Of Marketing Communication Options And Their Impact Towards Brand Equity Of Local Muslimah Clothing Product. Project Report. UTeM. (Submitted)

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Abstract

In a competitive environment, the brand of local Muslimah clothing products is under the pressure and the main problem for them is how to build the brand equity to differentiate and introduce identity for brand of local Muslimah clothing products. This study to identify integrated marketing communication that are important to increase the brand equity of local Muslimah clothing product and to analyse the influence of advertising, promotion, sponsorship and public relation or publicity to the brand equity. This research method uses quantitative approach and survey techniques by distributed uestionnaires. This study has been conducted in the area of Kuala Lumpur and data was collected from Muslimah. The importance of integrated marketing communication option to build is the brand equity are advertising, promotion, sponsorship and public relation or publicity. From this research, promotion more influence as an integrated marketing communication option to build the brand equity of local Muslimah clothing products context. Even though the promotion more influence in integrated marketing communication, but from the research has shown that the current situations of all of the independent variables implemented in the industry of local brand of Muslimah clothing were still below to what respondents expected.

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