Importance of product quality and service quality in developing brand equity

• Main Authors: Hanaysha, Jalal R. M., Abdullah, Haim Hilman, Abd Ghani, Noor Hasmini
• Format: Article
• Published: Inderscience Publishers 2016
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/19714/; http://doi.org/10.1504/JGBA.2016.079883

Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factor...