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

• 主要作者: Ghani, Noor Hasmini Hj Abd
• 格式: Thesis
• 語言: English
• 出版: 2011
• 主題: HD28-70 Management. Industrial Management
• 在線閱讀: http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf; http://eprints.usm.my/42175/

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...