WHAT DRIVES BRAND EQUITY? THE PERSPECTIVE OF MALAYSIAN CONSUMERS

What Drives Brand Equity? The Perspective of Malaysian Consumers

Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrigerators Me Fall Outerwear and air-conditioners.In t

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Anonymous Identity Based Broadcast Encryption against Continual Side Channel Attacks in the State Partition Model

In the past 10 years, many side-channel attacks have been discovered and exploited one after another by attackers, which Waistpack have greatly damaged the security of cryptographic systems.Since no existing anonymous broadcast encryption scheme can resist the side-channel attack, the paper presents an anonymous identity-based broadcast encryption

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