Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity

This study is to investigate the role of relationship marketing and market orientation strategy in developing brand equity from the dealer’s viewpoint, focused on automobile authorized independent sales dealers in Malaysia.Interestingly, the finding showed market orientation influenced the brand...

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Bibliographic Details
Main Authors: Abd Ghani, Noor Hasmini, Mohamad, Osman
Format: Article
Language:English
Published: INSInet Publications 2014
Subjects:
Online Access:http://repo.uum.edu.my/12455/1/406-415.pdf
http://repo.uum.edu.my/12455/
http://www.ajbasweb.com/
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