The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia

This study examined the effect of product quality and service quality on brand leadership.Automobile industry was selected to conduct this study due to its importance in driving the economy status of Malaysia.A survey questionnaire was administered personally to car users in North region of Malay...

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Main Authors:	Hanaysha, Jalal, Abd Ghani, Noor Hasmini
Format:	Conference or Workshop Item
Language:	English
Published:	2013
Subjects:	HF Commerce
Online Access:	http://repo.uum.edu.my/16342/1/3.pdf http://repo.uum.edu.my/16342/
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Institution:	Universiti Utara Malaysia
Language:	English

id	my.uum.repo.16342
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spelling	my.uum.repo.163422016-04-18T03:47:39Z http://repo.uum.edu.my/16342/ The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia Hanaysha, Jalal Abd Ghani, Noor Hasmini HF Commerce This study examined the effect of product quality and service quality on brand leadership.Automobile industry was selected to conduct this study due to its importance in driving the economy status of Malaysia.A survey questionnaire was administered personally to car users in North region of Malaysia at large shopping malls.The sample covered 470 respondents to obtain their feedback and perception on the car brand they use.The data were analyzed using Structural Equation Modeling (SEM) on AMOS.The findings indicated that product quality and service quality have significant positive relationship with brand leadership.Finally, conclusion and future research directions are discussed. 2013-12-11 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/16342/1/3.pdf Hanaysha, Jalal and Abd Ghani, Noor Hasmini (2013) The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia. In: Conference on Business Management Research 2013, December 11, 2013, EDC, Universiti Utara Malaysia, Sintok.
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	HF Commerce
spellingShingle	HF Commerce Hanaysha, Jalal Abd Ghani, Noor Hasmini The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia
description	This study examined the effect of product quality and service quality on brand leadership.Automobile industry was selected to conduct this study due to its importance in driving the economy status of Malaysia.A survey questionnaire was administered personally to car users in North region of Malaysia at large shopping malls.The sample covered 470 respondents to obtain their feedback and perception on the car brand they use.The data were analyzed using Structural Equation Modeling (SEM) on AMOS.The findings indicated that product quality and service quality have significant positive relationship with brand leadership.Finally, conclusion and future research directions are discussed.
format	Conference or Workshop Item
author	Hanaysha, Jalal Abd Ghani, Noor Hasmini
author_facet	Hanaysha, Jalal Abd Ghani, Noor Hasmini
author_sort	Hanaysha, Jalal
title	The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia
title_short	The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia
title_full	The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia
title_fullStr	The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia
title_full_unstemmed	The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia
title_sort	influence of product quality and service quality on brand leadership: empirical evidence from malaysia
publishDate	2013
url	http://repo.uum.edu.my/16342/1/3.pdf http://repo.uum.edu.my/16342/
_version_	1644281943811948544

The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia

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