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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Main Author: Hanaysha, Jalal R. M
Format: Thesis
Language:English
English
Published: 2015
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Online Access:http://etd.uum.edu.my/5442/
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spelling my.uum.etd.54422021-03-18T08:05:49Z http://etd.uum.edu.my/5442/ The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry Hanaysha, Jalal R. M HD28-70 Management. Industrial Management 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 building brand equity. Although past researches have examined the effect of these strategic factors on brand equity, only limited research has investigated the role of relationship quality as a mediator between such strategic factors and brand equity. This research was planned to fill this gap by investigating the effect of the said mediating variable between strategic factors and brand equity. This research focuses on brand equity, relationship quality and the strategic factors of the automotive industry in Malaysia. The data was collected through questionnaires which were distributed to passenger car users in Malaysia. The research employed systematic sampling technique and structural equation modeling (SEM) using the AMOS software to draw inferences and make conclusions. The results indicated that product innovation and country of origin had significant positive effects on brand equity. However, product quality had a negative effect on brand equity. Moreover, the effect of advertising on brand equity was insignificant. It was also found that relationship quality had a significant positive effect on brand equity. The results also revealed that relationship quality mediated the relationship between strategic factors and brand equity. The results of this research have further strengthened the theory and related literature on brand equity and put forward recommendations for car manufacturers about the best approaches to build brand equity by using strategic factors as independent variables and relationship quality as mediating variable. Future research is recommended to integrate other strategic factors which may strengthen the theory besides enabling management to make better decisions. 2015 Thesis NonPeerReviewed text en /5442/1/s93561.pdf text en /5442/8/s93561_02.pdf Hanaysha, Jalal R. M (2015) The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry. PhD. thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HD28-70 Management. Industrial Management
spellingShingle HD28-70 Management. Industrial Management
Hanaysha, Jalal R. M
The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
description 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 building brand equity. Although past researches have examined the effect of these strategic factors on brand equity, only limited research has investigated the role of relationship quality as a mediator between such strategic factors and brand equity. This research was planned to fill this gap by investigating the effect of the said mediating variable between strategic factors and brand equity. This research focuses on brand equity, relationship quality and the strategic factors of the automotive industry in Malaysia. The data was collected through questionnaires which were distributed to passenger car users in Malaysia. The research employed systematic sampling technique and structural equation modeling (SEM) using the AMOS software to draw inferences and make conclusions. The results indicated that product innovation and country of origin had significant positive effects on brand equity. However, product quality had a negative effect on brand equity. Moreover, the effect of advertising on brand equity was insignificant. It was also found that relationship quality had a significant positive effect on brand equity. The results also revealed that relationship quality mediated the relationship between strategic factors and brand equity. The results of this research have further strengthened the theory and related literature on brand equity and put forward recommendations for car manufacturers about the best approaches to build brand equity by using strategic factors as independent variables and relationship quality as mediating variable. Future research is recommended to integrate other strategic factors which may strengthen the theory besides enabling management to make better decisions.
format Thesis
author Hanaysha, Jalal R. M
author_facet Hanaysha, Jalal R. M
author_sort Hanaysha, Jalal R. M
title The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
title_short The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
title_full The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
title_fullStr The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
title_full_unstemmed The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
title_sort effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
publishDate 2015
url http://etd.uum.edu.my/5442/
_version_ 1695533677484703744
score 12.913726