Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
The purpose of this paper is to discuss at a conceptual level on the moderating effect of brand equity on relationship quality in the chain restaurant industry. A conceptual model of relationship quality expanded with brand equity construct is proposed. The paper finds brand equity moderates the rel...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/51177/ http://dx.doi.org/doi:10.2991/icibet.2013.203 |
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| Institution: | Universiti Teknologi Malaysia |