Wan Norsyafawati W. Muhamad Radzi
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Wan Norsyafawati W. Muhamad Radzi
Official Name
Wan Norsyafawati, W. Muhamad Radzi
Alternative Name
Muhd. Radzi, W. Norsyafawati W.
Muhamad Radzi, W. Wan Norsyafawati
Muhamad Radzi, Wan Norsyafawati W.
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Scopus Author ID
57201718135

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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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An investigation of the weighted measurement for charity servicesby using analytical hierarchy process

2018-12 , Nur Izzati Idrus , Wan Norsyafawati W. Muhamad Radzi , Norshahrizan Nordin

A charity service for the community is a pure activity where it is assisted by a handful of people to the more needy people. Community involvement in charity activities aims to provide any financial, time and energy assistance. This charity activity has a strategy of ensuring that welfare aspects are integrated into planning towards achieving holistic socio-economic development and enhancing smart and strategic partnerships through collaboration with all groups of people, non-governmental organizations and international agencies. In fact, these charity activities need to improve the quality of financial planning and management as well as information and communication technology professionally. In Malaysia, there are three (3) primary ethnic group in Malaysia that is Malay, Chinese and Indian with the overall population of 15 million, 6 million and 2 million respectively (Economic Planning Unit of Malaysia,2016).This study is focusing on the positively influence individual’s attitude toward the charities events. Data will be collected and the result will be analyzed and presented via Analytic Hierarchy Process. The analysis that will be used to ensuring consistency when dealing with pair wise comparisons, several researchers have suggested some alternatives. Analytic Hierarchy Process (AHP) begins by asking the evaluator to compare the level of importance between all possible pairof criteria, using a scale with values from 1 to 9. As the result, the Analytical Hierarchy Process, that describes the appropriate criteria of donator for charity services focus on to financial stability, period of operations, and service delivery record, and location has been developed.Moral commitment is the significance of charitable practices, occasions and causes will range amongst people in mild of their issues and commitments

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A study of customer-based brand equity prioritization by using analytical hierarchy process

2018-12 , Emmi Aida Esan , Norshahrizan Nordin , Wan Norsyafawati W. Muhamad Radzi

New entrepreneur face with issues in managing brand equity and its significant is that it helps firms to enhance their cash flow and product differentiation to enjoy and obtain benefits out of competitive advantage. Plus, brand equity is regarded as a key benchmark for the state of health of a brand, and monitoring is believed to be an effective way of managing brand. Previous researchers have discussed that there are two motives to study brand equity which are financial motivation in order to value the brand and improving market productivity. Therefore, brand equity is treated as the most valuable intangible asset according to literatures. Customer based brand equity can create the most powerful point of difference among product suppliers. Therefore, it is imperative to explore the dimension and criteria of customer based brand equity model which includes resonance, judgement, feelings, performance, imagery and salience. In order to explore the criteria prioritization of customer based brand equity amongst customers towards the new product sell by entrepreneur in the market, researcher obtained filled questionnaires from 20 respondents who have experience in buy new local product by entrepreneurs. Analytical Hierarchy Process (AHP) which is one of Multi Criteria Decision Method families was used as methodology for this study. AHP methodology is implemented in this study. Result shows the prioritization of criteria in customer based brand equity model significantly contribute to the brand equity of products by entrepreneur. Furthermore, the contribution of this study is to the extent to which the new entrepreneurs can use the prioritization criteria findings to create the brand equity for their product and customer’s wants towards new products can be fulfilled.

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