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Throughout all these years, Toyota had built a strong image in Malaysian customers’ mind. Based on a comment by UMW Toyota (Local Distributor of Toyota Motor in Malaysia) president Kuah Kock Heng, he said that UMW Toyota had the biggest share of the non-national makes in 2009, selling 81,785 units. It outsold its nearest competitor by over 40,000 units. Although the mass recall crisis not affecting Malaysia’s consumers “UMW Toyota would like to emphasize that we have received confirmation from our principal, Toyota Motor Corp, Japan that all Toyota and Lexus models sold by UMW Toyota are not affected by this recall exercise,” a statement by UMW Toyota. However, Toyota’s mass recall crisis affects many of its constituencies. Based on a Bloomberg’s report; Toyota roll out a global recalls of 8 million vehicles which experienced unintended acceleration. Although the affected vehicles are those in US, Europe, and China, and Toyota carry out whole series of action to resolve the critical issue and bare the responsible of this problem. The Malaysian customers’ perception towards Toyota’s brand might be affected with negative image or remain the same after this mass recall by Toyota. Because of the crisis which affects the customers perception towards Toyota’s brand, this project is intended to examines the customers’ perspective towards Toyota’s brand before and after the mass recall crisis. And also to research on why would or wouldn’t the customers still trust Toyota after the mass recall
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Crisis management is used to deal with occur of crisis for a company. To be efficient in dealing with crisis, the company have to united the ability of each and every employees and using their experiences and time, crisis can be solve efficiently.
2.2 Brand Equity
A recent study (Aaker, 1991, 1992) has shown brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management. The higher then brand equity, the better the brand perform in the market compare to its competitors and the customers’ retention rate is higher as well.
2.2.1 Country-of-Origin and Brand Image
Country of origin is another important variable influencing consumer perceptions of brands (Hulland, 1999) and brand images (Ahmed et al., 2002). Different country will have different specialty. Hence, customers will relate the country of origin of a particular brand with the brand image that they perceive. For instance, Japan is a technological advance country; hence customer will think SONY is a technological advance brand as
Crisis management is used to deal with occur of crisis for a company. To be efficient in dealing with crisis, the company have to united the ability of each and every employees and using their experiences and time, crisis can be solve efficiently.
2.2 Brand Equity
A recent study (Aaker, 1991, 1992) has shown brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management. The higher then brand equity, the better the brand perform in the market compare to its competitors and the customers’ retention rate is higher as well.
2.2.1 Country-of-Origin and Brand Image
Country of origin is another important variable influencing consumer perceptions of brands (Hulland, 1999) and brand images (Ahmed et al., 2002). Different country will have different specialty. Hence, customers will relate the country of origin of a particular brand with the brand image that they perceive. For instance, Japan is a technological advance country; hence customer will think SONY is a technological advance brand as