Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator

Brand equity is firm’s superior customer value that essentially intangible offered to the customers.In nowadays’ competitive market, brand equity become one of the crucial firm’s strategy as higher brand equity achievement is able to provide benefits such as competitive differentiation, premium pric...

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Bibliographic Details
Main Authors: Abd Ghani, Noor Hasmini, Abdullah, Haim Hilman
Format: Conference or Workshop Item
Published: 2017
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