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awareness, brand association, perceived quality and brand loyalty in raising customer’s purchase intention for microbusinesses. This study's
findings are also crucial in assisting the appropriate parties. The significance of this study for the stakeholders involved is constructed as
below.

1.7.1 THEORITICAL

The findings of this study will be valuable in marketing, particularly in terms of how brand awareness, brand association, perceived quality
and brand loyalty affects purchase intention. The findings can also be utilised as a future reference for students and researchers conducting
brand equity and purchase intention studies. Most importantly, this research will provide future recommendations at the conclusion of the
study so that future researchers who want to do research on this topic, particularly in action research, can improve and avoid all of the
constraints that this study has.

1.7.2 PRACTICAL

The research will be the stepping-stone for Karisma Jaya Enterprise to make improvement towards brand awareness, brand association,
perceived quality and brand loyalty in building purchase intention and growth in the micro-enterprise industry. In addition, other micro-
enterprises or start-up businesses can use the process of this study to implement brand equity in their own businesses, as this study is action
research in which the researcher analyses issues that arise in the case company and develops an intervention strategy to address the issue. As
a result, marketing practitioners will be better able to conduct comparable intervention processes in the future if they understand the research's
intervention procedure.

1.8 SCOPE OF STUDY

The goal of this research is to figure out how brand awareness, brand association, perceived quality and brand loyalty may help
microbusinesses build purchase intention. When it comes to marketing, increasing brand awareness, brand association, perceived quality and
brand loyalty are crucial factors toward customer’s purchase intention. The importance of brand equity in general has been the focus of
attention in today's corporate sector. This research will also look at which brand equity elements should concentrate on and what improvement
business owner can do to increase purchase intention among customers. In order to reach customers, business owners must listen to their
opinions. In other words, their tastes can have an impact on the marketing approach of a corporation. Locals will be asked to complete a
questionnaire about effect of brand awareness, brand association, perceived quality, and brand loyalty with micro enterprise toward their
purchase intention as part of the study. The findings of this study are critical for the future development of Karisma Jaya Enterprise and other
Malaysian micro-SME industries.

1.9 SUMMARY

Brand awareness, brand association, perceived quality and brand loyalty are important element in business to create purchase intention
toward their product. By determining and exploring the role of brand equity in creating purchase intention for Karisma Jaya Enterprise, this
research also can contribute to the other micro-enterprise in Malaysia to expand their business.

■ 2.0 LITERATURE REVIEW

This chapter 2 starts the discussion with four important elements about brand equity which are brand awareness, brand association, perceived
quality followed by brand loyalty. In addition, literature regarding purchased intention is discussed. A research framework and four
hypotheses are developed.
2.1 BRAND EQUITY

Customers are eager to be drawn to a specific brand or product, so brand equity is the value added to a company's name in order for it to be
recognized by them (Shabbir et al., 2017). Brand equity is defined as a combination of assets (and liabilities) associated with a brand's
name and symbol that increases (or decreases) the value provided by a product or service to a company and/or its customers (Aaker, 1991
cited in Ahmad & Suki, 2020). According to Aaker (1991), these assets include brand recognition, consumer loyalty, quality perception,
association, and other proprietary brand assets (K Eismann et al., 2016). According to Aeker (1991), understanding what brand equity is in
the first place is critical to truly appreciating its worth (K Eismann et al., 2016). For evaluating the long-term impact of marketing tactics,
brand equity is critical (Sasmita & Mohd Suki, 2015 cited in Ahmad & Suki, 2020). In the context of micro-SMEs, empirical studies on
brand equity are scarce. In Malaysia, special attention has been given to marketing methods such as brand personality, which influence brand
equity (Ahmad & Suki, 2020). As a result, consumer-based brand equity is the term used in this study to describe brand equity that is
conceptualised based on customer perception.

As seen in the diagram below, brand equity is defined as the sum of brand awareness, brand associations, perceived quality of the brand, and
brand loyalty (Aaker & Joachimsthaler, 2000 cited in Nyatlo, 2018).

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