Che Aniza Che Wel
Center of Value Creation & Human Well-being, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Selangor, Malaysia
[ 1 ] - The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis
Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...
[ 2 ] - Product Positioning as a Moderator for Halal Cosmetic Purchase Intention
Consumers have been spoiled by the quality of Halal products available on the market. However, existing literature has lacked recognition for consumer Halal cosmetic products. Therefore, this study enhances the body of knowledge about consumer attitude and intention to purchase Halal cosmetic products. Specifically, this article will discuss the moderating effect positioning has on attitude wit...
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