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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2011
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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. |
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HD28-70 Management. Industrial Management Ghani, Noor Hasmini Hj Abd Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing |
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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 |
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13.144533 |