Product innovation as a key success factor to build sustainable brand equity

In highly competitive markets, building brand equity has become one of the first priorities for many organizations as it brings several benefits and reputation for them. Past researches have acknowledged that consumers look for brands which provide them with differential values through innovative...

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Main Authors: Hanaysha, Jalal R. M., Abdullah, Haim Hilman
Format: Article
Language:English
Published: Growing Science Ltd. 2015
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Online Access:http://repo.uum.edu.my/15007/1/msl_2015_51%20%281%29.pdf
http://repo.uum.edu.my/15007/
http://doi.org/10.5267/j.msl.2015.4.009
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Institution: Universiti Utara Malaysia
Record Id: my.uum.repo.15007
epo.15007