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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Main Authors: Abd Ghani, Noor Hasmini, Abdullah, Haim Hilman
Format: Conference or Workshop Item
Language:English
Published: 2017
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Online Access:http://repo.uum.edu.my/23676/1/CBMM%202017%201%2016.pdf
http://repo.uum.edu.my/23676/
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spelling my.uum.repo.236762018-03-15T01:36:54Z http://repo.uum.edu.my/23676/ Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator Abd Ghani, Noor Hasmini Abdullah, Haim Hilman HD28 Management. Industrial Management 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. 2017 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/23676/1/CBMM%202017%201%2016.pdf Abd Ghani, Noor Hasmini and Abdullah, Haim Hilman (2017) Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator. In: 4th Conference on Business Management, 29-30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia.
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
Abd Ghani, Noor Hasmini
Abdullah, Haim Hilman
Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
description 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.
format Conference or Workshop Item
author Abd Ghani, Noor Hasmini
Abdullah, Haim Hilman
author_facet Abd Ghani, Noor Hasmini
Abdullah, Haim Hilman
author_sort Abd Ghani, Noor Hasmini
title Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
title_short Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
title_full Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
title_fullStr Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
title_full_unstemmed Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
title_sort country or origin, product innovation and relationship quality: the role of brand equity assets as mediator
publishDate 2017
url http://repo.uum.edu.my/23676/1/CBMM%202017%201%2016.pdf
http://repo.uum.edu.my/23676/
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score 12.833352