Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage

• Main Authors: Sharizal Hashim,, Norjaya Mohd Yasin,
• 格式: Article
• 語言: English
• 出版: Penerbit Universiti Kebangsaan Malaysia 2012
• 在線閱讀: http://journalarticle.ukm.my/6385/1/Fast_color_scan_to_a_PDF_file_11.DOC; http://journalarticle.ukm.my/6385/; http://pkukmweb.ukm.my/penerbit/jurus.htm

This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Corre...