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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Main Authors: Hanaysha, Jalal R. M., Abdullah, Haim Hilman
Format: Article
Language:English
Published: Canadian Center of Science and Education 2015
Subjects:
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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spelling 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
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 HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Hanaysha, Jalal R. M.
Abdullah, Haim Hilman
Strategic effects of product innovation, service quality, and relationship quality on brand equity
description 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
publisher Canadian Center of Science and Education
publishDate 2015
url 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
_version_ 1644281604715053056
score 12.913726