The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
Building brand equity in today’s competitive markets is important for organizations. A number of strategic factors such as advertising, product innovation, product quality, and country of origin have affected brand equity significantly. Equally important is the role of relationship quality in build...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://etd.uum.edu.my/5442/ |
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| Institution: | Universiti Utara Malaysia |
| Language: | English English |