The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia

• Main Authors: Hanaysha, Jalal, Abd Ghani, Noor Hasmini
• Format: Conference or Workshop Item
• Language: English
• Published: 2013
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/16342/1/3.pdf; http://repo.uum.edu.my/16342/

This study examined the effect of product quality and service quality on brand leadership.Automobile industry was selected to conduct this study due to its importance in driving the economy status of Malaysia.A survey questionnaire was administered personally to car users in North region of Malaysia at large shopping malls.The sample covered 470 respondents to obtain their feedback and perception on the car brand they use.The data were analyzed using Structural Equation Modeling (SEM) on AMOS.The findings indicated that product quality and service quality have significant positive relationship with brand leadership.Finally, conclusion and future research directions are discussed.