THE IMPACT LEVEL OF BRAND COMMUNICATION IN SOCIAL MEDIA ON CUSTOMER-BASED BRAND EQUITY DIMENSIONS IN KUALA LUMPUR, MALAYSIA

This study is aimed at investigating the impact level of brand communication in social media on customer-based brand equity dimensions in Kuala Lumpur, Malaysia. A total of 196 respondents in Kuala Lumpur, Malaysia were collected through convenient non-probability random sampling method and self-administered questionnaires. The findings disclosed that there is a significant level of impact on three customer-based brand equity dimensions on brand communication in social media, which indicates that brand communication in social media is positively influenced by brand loyalty (p < 0.01 and r = 0.540), brand association (p < 0.01 and r = 0.441) and brand awareness (p < 0.01 and r = 0.419) variables where it negatively influenced by perceived quality (p> 0.01 and r= 0.039).