Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing

The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low b...

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Main Author:	Ghani, Noor Hasmini Hj Abd
Format:	Thesis
Language:	English
Published:	2011
Subjects:	HD28-70 Management Industrial Management
Online Access:	http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf
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id	my-usm-ep.42175
record_format	uketd_dc
spelling	my-usm-ep.421752019-04-12T05:26:35Z Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing 2011-05 Ghani, Noor Hasmini Hj Abd HD28-70 Management. Industrial Management The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low brand equity. From literature, the importance of market orientation and relationship marketing cannot be ignored. Hence, the study attempts to investigate the role of market orientation and relationship marketing in forming the brand equity. 2011-05 Thesis http://eprints.usm.my/42175/ http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Pengurusan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Ghani, Noor Hasmini Hj Abd Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
description	The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low brand equity. From literature, the importance of market orientation and relationship marketing cannot be ignored. Hence, the study attempts to investigate the role of market orientation and relationship marketing in forming the brand equity.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Ghani, Noor Hasmini Hj Abd
author_facet	Ghani, Noor Hasmini Hj Abd
author_sort	Ghani, Noor Hasmini Hj Abd
title	Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_short	Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_full	Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_fullStr	Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_full_unstemmed	Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing
title_sort	dealers’ market orientation and brand equity: the mediating effect of relationship marketing
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Pengurusan
publishDate	2011
url	http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf
_version_	1747821034708402176

Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing

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