Strategic effects of product innovation, service quality, and relationship quality on 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 pro...
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Canadian Center of Science and Education
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Online Access: | http://repo.uum.edu.my/15008/1/47753-164400-2-PB.pdf http://repo.uum.edu.my/15008/ http://doi.org/10.5539/ass.v11n10p56 |
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my.uum.repo.150082016-12-06T03:53:47Z http://repo.uum.edu.my/15008/ Strategic effects of product innovation, service quality, and relationship quality on brand equity Hanaysha, Jalal R. M. Abdullah, Haim Hilman HD28 Management. Industrial Management 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 product and service features.However, despite the importance of product innovation in determining an organization’s success, very limited studies have intended to examine its effect on brand equity.In the present study, we aim to examine the effect of product innovation on brand equity in Ma Canadian Center of Science and Education 2015 Article PeerReviewed application/pdf en cc_by http://repo.uum.edu.my/15008/1/47753-164400-2-PB.pdf Hanaysha, Jalal R. M. and Abdullah, Haim Hilman (2015) Strategic effects of product innovation, service quality, and relationship quality on brand equity. Asian Social Science, 11 (10). pp. 56-72. ISSN 1911-2017 http://doi.org/10.5539/ass.v11n10p56 doi:10.5539/ass.v11n10p56 |
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HD28 Management. Industrial Management Hanaysha, Jalal R. M. Abdullah, Haim Hilman Strategic effects of product innovation, service quality, and relationship quality on brand equity |
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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 product and service features.However, despite the importance of product innovation in determining an organization’s success, very limited studies have intended to examine its effect on brand equity.In the present study, we aim to examine the effect of product innovation on brand equity in Ma |
format |
Article |
author |
Hanaysha, Jalal R. M. Abdullah, Haim Hilman |
author_facet |
Hanaysha, Jalal R. M. Abdullah, Haim Hilman |
author_sort |
Hanaysha, Jalal R. M. |
title |
Strategic effects of product innovation, service quality, and relationship quality on brand equity |
title_short |
Strategic effects of product innovation, service quality, and relationship quality on brand equity |
title_full |
Strategic effects of product innovation, service quality, and relationship quality on brand equity |
title_fullStr |
Strategic effects of product innovation, service quality, and relationship quality on brand equity |
title_full_unstemmed |
Strategic effects of product innovation, service quality, and relationship quality on brand equity |
title_sort |
strategic effects of product innovation, service quality, and relationship quality on brand equity |
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Canadian Center of Science and Education |
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2015 |
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http://repo.uum.edu.my/15008/1/47753-164400-2-PB.pdf http://repo.uum.edu.my/15008/ http://doi.org/10.5539/ass.v11n10p56 |
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