The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry

Building brand equity in today’s competitive markets is important for organizations. A number of strategic factors such as advertising, product innovation, product quality, and country of origin have affected brand equity significantly. Equally important is the role of relationship quality in build...

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Bibliographic Details
Main Author: Hanaysha, Jalal R. M
Format: Thesis
Published: 2015
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