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...
Saved in:
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/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Similar Items
-
Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
by: Ghani, Noor Hasmini Hj Abd
Published: (2011) -
Relationship marketing in branding: The automobile authorized independent dealers in Malaysia
by: Abd Ghani, Noor Hasmini
Published: (2012) -
The effect of brand personality on brand equity for SMEs brand
by: Mat Daud, Suhaini, et al.
Published: (2016) -
Assessing the literature on brand equity: From past, present to future
by: Hanaysha, Jalal, et al.
Published: (2013) -
Importance of product quality and service quality in developing brand equity
by: Hanaysha, Jalal R. M., et al.
Published: (2016)