Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing

The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low b...

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Main Author: Ghani, Noor Hasmini Hj Abd
Format: Thesis
Language:English
Published: 2011
Subjects:
Online Access:http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf
http://eprints.usm.my/42175/
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spelling my.usm.eprints.42175 http://eprints.usm.my/42175/ Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing Ghani, Noor Hasmini Hj Abd HD28-70 Management. Industrial Management The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low brand equity. From literature, the importance of market orientation and relationship marketing cannot be ignored. Hence, the study attempts to investigate the role of market orientation and relationship marketing in forming the brand equity. 2011-05 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf Ghani, Noor Hasmini Hj Abd (2011) Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing. PhD thesis, Universiti Sains Malaysia.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic HD28-70 Management. Industrial Management
spellingShingle HD28-70 Management. Industrial Management
Ghani, Noor Hasmini Hj Abd
Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
description The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low brand equity. From literature, the importance of market orientation and relationship marketing cannot be ignored. Hence, the study attempts to investigate the role of market orientation and relationship marketing in forming the brand equity.
format Thesis
author Ghani, Noor Hasmini Hj Abd
author_facet Ghani, Noor Hasmini Hj Abd
author_sort Ghani, Noor Hasmini Hj Abd
title Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_short Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_full Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_fullStr Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_full_unstemmed Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_sort dealers’ market orientation and brand equity: the mediating effect of relationship marketing
publishDate 2011
url http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf
http://eprints.usm.my/42175/
_version_ 1643710429691641856
score 13.144533