Marketing Strategy And Brand Equity Of Football Of Malaysian Professional Football Club The Case Of Johor Darul Takzim (JDT)

Ahmad Affendi, Ahmad Zaid (2017) Marketing Strategy And Brand Equity Of Football Of Malaysian Professional Football Club The Case Of Johor Darul Takzim (JDT). Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study main objective is to study the impact of marketing strategy in and brand loyalty towards the football club This research will look into two main element which is brand equity and marketing strategy on its impact towards professional football club in the case of Johor Darul Ta’azim (JDT).The methodology of this study will based on qualitative method where questionnaire survey will be used as medium and also alongside with internet mediated and also through email in order to maximize the number of reliable answer given towards 150 die hards fans of JDT.The result will be collected and analysed through IBM SPSS Statistic version 20.0.The end product of this research shows element in brand equity and marketing strategy which is (IVs) play significant impact towards the football industry (DVs) which proved the previous research objective was spot on.

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