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

• Main Authors: Abd Ghani, Noor Hasmini, Abdullah, Haim Hilman
• Format: Conference or Workshop Item
• Language: English
• Published: 2017
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/23676/1/CBMM%202017%201%2016.pdf; http://repo.uum.edu.my/23676/

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 prices, higher in sales volumes, and greater security of demand that create best guarantee for firm’s survival. This study investigated the role of brand equity assets which referring to brand awareness, brand image, brand leadership and brand loyalty as a mediator. Particularly, this study examined the role of brand equity assets as mediator in the relationship between country of origin (COO) and product innovation (PI) on relationship quality (RQ) in Malaysia Consumers’ Passenger Cars context.The study is based on survey method. The self administered questionnaires are randomly distributed among passenger car users in North region of Malaysia. The study showed interesting result due to some of brand equity assets such as brand awareness and brand image are found to be a mediator in the relationship between PI and RQ. Also, majority of the brand equity assets such as brand awareness, brand image and brand loyalty revealed important role as mediator toward the relationship between COO and RQ.