Consumer evaluation of SMEs brand equity : the role of relationship quality as a mediator
The evaluation of brand equity has often been described as the new research direction, particularly in small and medium enterprises. Accordingly, this study which was conducted in Malaysia investigated the sources of brand equity for Malaysian SMEs brand such as packaging, word of mouth and brand pe...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2017
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| Online Access: | https://etd.uum.edu.my/7175/1/s95260_01.pdf https://etd.uum.edu.my/7175/2/s95260_02.pdf |
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