Nur Syuhadah Kamaruddin
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Nur Syuhadah Kamaruddin
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Nur Syuhadah, Kamaruddin
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Kamaruddin, Nur Syuhadah
Kamaruddin, Nur Syuhada
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Scopus Author ID
57216041421

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The importance of the intangible heritage as brand image of UNESCO: A case study from heritage sites (Penang, Malaysia)

2020-03-01 , Rashid, Intan Maizura Abd , Nur Syuhadah Kamaruddin , Hassan S. , Samah I.H.A. , Wan Norsyafawati W. Muhamad Radzi

The study purposes to investigate tourists’ perception on intangible heritage as brand image of UNESCO awarded of heritage sites as an activity for holiday that will help tourism development growth. It is generally true that the Intangible Heritage as a factor of developing national and cultural identity and promoting, is the consideration of the UNESCO specifying in the promotion of culture and tourism, thereby creating tourism demand. The tourist offer of Penang, Malaysia includes intangible cultural heritage which is diffidently and incompetently presented and interpreted. The recognized branding theory and behavior theory was used as the main theoretical framework to explore tourists’ perceptions toward identify intangible heritage as brand image that will contribute to tourism industry. Its aim is to highlight the importance of intangible heritage as a factor involved in creating the serious mass of the contemporarily understood cultural tourism products which can significantly enrich the desirability of the tourist offer of Malaysia. Questionnaire surveys used as main data collection methods included with 1,000 respondents participated in this research. Results indicate that visitors were interested differently when determining to visit heritage sites and contribute to tourism growth. Lastly, overall brand attitudes as intangible heritage were identified as key brand image associations toward heritage destinations and contributes to tourism growth of Penang, Malaysia.

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The Influence of Quality Value and Social Value on Intention to Purchase Sportswear Among Youth in Perlis, Malaysia

2024-06-07 , Nurfareena Zahari , Izzuddin Zulkifli , Suraiya Ibrahim , Mohd Sofian Mohammad Rosbi , Nur Syuhadah Kamaruddin , Badrul Azmi Abdul Holed

The market for sportswear continues to be one of the most competitive in the fashion industry. Sales of sportswear in both developed and developing countries have been increasing. People today are more health- and style-conscious than ever before, therefore sportswear is often considered appropriate for use both on and off the pitch. Although there is a sizable market for sportswear, not much is known about how consumers' values affect their decisions to buy athletic apparel. In order to better understand how quality and social value affect young people's propensity to buy sportswear in Perlis, Malaysia, this study sets out to do just that. Descriptive Analysis, Reliability Analysis, the results of a survey administered to 254 students at secondary schools in and around Perlis were analysed using Factor Analysis and Regression Analysis. According to the data, young people in Perlis don't consider price or quality while making purchases of athletic gear. For sportswear, however, social value plays a much larger role in determining purchase intent. As a result, the findings encourage sportswear fashion marketers to develop campaigns that emphasise social value above quality value in order to boost the purchase intention of young customers in Malaysia.

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