Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator

The evaluation of brand equity has often been described as the new research direction, particularly in small and medium enterprises. Accordingly, this study which was conducted in Malaysia investigated the sources of brand equity for Malaysian SMEs brand such as packaging, word of mouth and brand pe...

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Bibliographic Details
Main Author: Suhaini, Mat Daud
Format: Thesis
Language:English
English
Published: 2017
Subjects:
Online Access:https://etd.uum.edu.my/7175/1/s95260_01.pdf
https://etd.uum.edu.my/7175/2/s95260_02.pdf
https://etd.uum.edu.my/7175/
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