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

• المؤلفون الرئيسيون: Hanaysha, Jalal R. M., Abdullah, Haim Hilman
• التنسيق: مقال
• اللغة: English
• منشور في: Growing Science Ltd. 2015
• الموضوعات: HB Economic Theory
• الوصول للمادة أونلاين: 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

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...