The Influence of Brand Equity and External Environment in Preserving Brand Loyalty Own Media Prima

Mohd Yusof, Hanna Al Aliyy (2025) The Influence of Brand Equity and External Environment in Preserving Brand Loyalty Own Media Prima. Other thesis, Asia e University, Malaysia.

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Abstract

This research is conducted through a deductive reasoning approach on the subject of media brand loyalty within media convergence systems. The application literature reviews were surrounding the topics of brand management particularly on brand equity, brand loyalty, media literacy, environmental journalism and current media landscape. Epistemology was gained on the theory of knowledge on the brand equity as an underpinning theory in supporting the quantitative research method. Face Validity and Reliability of Face Validity was conducted in relation to Independent variables (IV) Brand Equity and External Environment and the Dependent variable (DV) Brand Loyalty. Further, an empirical knowledge through experience and observation were supported with an analysed data from Media Prima Bhd sourced by AC Nielsen. Media markets shall be explored through the media convergence where explicitly these new market structures transformed the media landscape and offering systems never done or never known before. The present media market encompasses a variety of array platforms and channels as well as brand diversifications where each platform stands with its own unique content. Thereupon it is a question of how the quality of media news brands attributes in gaining a favorable brand and affects the overall marketing strategy and corporate image. Media brand management differs from other industries in which emotional resources, sociological, psychological elements and environmental factors make up the whole process. Henceforth, literature review of 20 relevant publications, journal and article to distinguish the findings, synthesize and gain similar concepts, gained new perspectives and identified relations between ideas and practice. The discovery shall direct the attention to the significant Media Prima 360° brands structure strategy offering an integrated marketing solution. Accordingly, does its media brands and media clusters invent the value of brand equity thus preserving its brand loyalty? Quantifiable questions were centered on the significance of the News media brand as a quality that inherent brand loyalty. It is worthy of attention to comprehend what is happening at the corridor of public awareness and public perceptions on media brands determining its problem statements and affirming its hypothesis relations of H1 media Brand Attributes the substance of IV media Brand Equity and H2 Environmental Journalism the substance of IV External Environment to media Brand Loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Media Convergence, Brand Loyalty, Hypotheses, Brand Equity, Environmental Journalism
Divisions:	School of Management
Depositing User:	Muhamad Aizat Nazmi Mohd Nor Hamin
Date Deposited:	22 Apr 2026 01:32
Last Modified:	22 Apr 2026 01:32
URI:	http://ur.aeu.edu.my/id/eprint/1479

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