E-COMMERCE PLATFORMS’ BRAND EQUITY IN MALAYSIA

Abstract

As the economy rapid development, Malaysia e-commerce platforms are tending to grow and start competitive marketing strategies no matter Malaysian e-commerce platforms or Cross border e-commerce providers in Malaysia.

This paper is aimed to study the e-commerce providers' brand equity in Malaysia. It will start from local and global view to analyze the online users and e-commerce providers' website design, commodity quality, logistics efficiency and customer service capability.

There are five chapters in this study at this moment. The first chapter is the brief and general statement of this study, for example, background, problem statement, and research objectives and research questions. The second chapter would state the literature review to talk about the brand equity in Malaysia and global. The third chapter is research methodology that includes research diagram design and some tables to illustrate the research. The fourth chapter is mainly illustrated the research findings as well as chapter five proposed some recommendations and suggestions.