Assessing the Coronavirus Impact on the ASEAN Countries’ Top 10 Most Valuable Brands

• 발행기관: 한국유통과학회
• 저자명: Abdul Rahman ZAHARI Elinda ESA Noor Azlinna AZIZAN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』The Journal of Asian Finance, Economics, and Business Vol. 9 No.5, 251~260쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

The goal of this study is to see if the Coronavirus affects the Top 10 most valuable brands in various ASEAN countries (Malaysia, Singapore, Indonesia, and Vietnam) and industry types differently. The data for this study was collected using a secondary data method (content analysis). Based on their annual reports from 2019 to 2021, the researchers examined the brand equity of the Top 10 most valued brands in each of the four ASEAN countries. IBM Statistical Package for Social Science (SPSS) Statistics for Windows was used to examine the data. Frequency, an independent T-test, and one-way analysis of variance tests were also applied to the data. The findings revealed considerable disparities between the Top 10 most valued ASEAN country brands in 2019-2020 and 2019-2021 due to the impact of the Coronavirus. Due to the influence of the Coronavirus, the data revealed no significant differences between industry categories. Future studies could look into the disparities between the most valuable brands and the influence of the Coronavirus over a longer period of time and include a larger number of firms and countries. Brand managers in ASEAN countries’ Top 10 most valuable companies must carefully manage their brands to preserve brand life and reduce the impact of future global pandemics.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Research Methods and Materials

4. Results and Discussion

5. Conclusion

References

키워드

Most Valuable Brands Brand Equity Coronavirus Impact ASEAN Countries