Exploratory Research on Brand Value of ‘Malaysian Idol’ from Consumers and Industry Perspective
Palanisamy, Sumita (2006) Exploratory Research on Brand Value of ‘Malaysian Idol’ from Consumers and Industry Perspective. [Dissertation (University of Nottingham only)] (Unpublished)
This dissertation reflects the current interest in an under-researched and complex environment. It is applied specifically to the entertainment industry in Malaysia focusing ‘Malaysian Idol’ as brand and the role in brand value creation. It presents a model as a tool to assess the value in relation to the brand. A brand value model is then developed to strengthen understanding of the sources of brand value. The research suggest that brands plays an important role in marketing in terms of differentiating and in providing basis of relationship which forms the focus of both external and internal marketing efforts. There have been views from industry professionals/practitioners/experts in entertainment industry focusing on Malaysian Idol. They are either involved directly or indirectly in introducing the Idol to Malaysia. Their views as to the role, importance, saliency and challenges of branding in entertainment industry were obtained through interviews. Additionally, this study also provides insights by presenting analysis of data collected thru questionnaire surveys collected using face-to-face interviews and e-mail response from consumers who has knowledge of Malaysian Idol. A framework was used as a model to test if it could be applied in the entertainment industry. Using dual method, which is quantitative and qualitative study, findings revealed that brand value of Malaysian Idol is generally weak due to various reasons which is discussed in chapter 5. Managerial implications would provide in depth discussion and based on that conclusions were drawn.
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