A Study on the Brand Equity of Bubble Milk Tea in Klang Valley, Malaysia

Volume 20 No 6 (2022)

Ng Ee Vern , Wong Chee Hoo , Alex Hou Hong Ng , Toong Hai Sam , Lim Kim Yew , Siti Nurbaayah Daud

DOI: 10.14704/nq.2022.20.6.NQ22010

Abstract

The bubble milk tea industry in Malaysia, which had been assumed to have declined in recent years after its debut in 2010, has resurfaced. There are about 100 kinds of bubble milk tea in Malaysia at the time of this investigation, and it's not unexpected that some of these shops sell over a thousand cups every day. However, there has been little research done in the Klang Valley on the factors that influence brand equity for bubble milk tea businesses

Keywords

Brand Equity, Brand Loyalty, Perceived Quality, Brand Awareness, Brand Association, Bubble Milk Tea, Boba Milk Tea.

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