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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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Main Authors: Abd Ghani, Noor Hasmini, Mohamad, Osman
Format: Article
Language:English
Published: INSInet Publications 2014
Subjects:
HB Economic Theory
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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spelling my.uum.repo.124552016-04-12T04:11:26Z http://repo.uum.edu.my/12455/ Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity Abd Ghani, Noor Hasmini Mohamad, Osman HB Economic Theory 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 equity.But, the brand equity formation is by a function of relationship marketing and not restricted to the direct role of market orientation.Hence, to support the growth of both dealers and their firm’s future success, the study highlighted that relationship marketing activities is needed in any company’s strategy including in training activities as well as marketing events. INSInet Publications 2014-03 Article PeerReviewed application/pdf en http://repo.uum.edu.my/12455/1/406-415.pdf Abd Ghani, Noor Hasmini and Mohamad, Osman (2014) Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity. Australian Journal of Basic and Applied Sciences, 8 (3). pp. 406-415. ISSN 1991-8178 http://www.ajbasweb.com/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HB Economic Theory
spellingShingle HB Economic Theory
Abd Ghani, Noor Hasmini
Mohamad, Osman
Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
description 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 equity.But, the brand equity formation is by a function of relationship marketing and not restricted to the direct role of market orientation.Hence, to support the growth of both dealers and their firm’s future success, the study highlighted that relationship marketing activities is needed in any company’s strategy including in training activities as well as marketing events.
format Article
author Abd Ghani, Noor Hasmini
Mohamad, Osman
author_facet Abd Ghani, Noor Hasmini
Mohamad, Osman
author_sort Abd Ghani, Noor Hasmini
title Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
title_short Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
title_full Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
title_fullStr Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
title_full_unstemmed Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
title_sort dealer-based brand equity: the role of market orientation and relationship marketing on brand equity
publisher INSInet Publications
publishDate 2014
url http://repo.uum.edu.my/12455/1/406-415.pdf
http://repo.uum.edu.my/12455/
http://www.ajbasweb.com/
_version_ 1644280916969783296
score 13.18916

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