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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Bibliographic Details
Main Authors: Tuan, Lo Ying, Jusoh, Ahmad
Format: Conference or Workshop Item
Published: 2013
Subjects: