| Summary: | This study is to investigate the role of relationship marketing and market orientation
strategy in developing brand equity from the dealer’s viewpoint, focused on automobile
authorized independent sales dealers in Malaysia.Interestingly, the finding showed
market orientation influenced the brand equity.But, the brand equity formation is by a
function of relationship marketing and not restricted to the direct role of market
orientation.Hence, to support the growth of both dealers and their firm’s future success,
the study highlighted that relationship marketing activities is needed in any company’s strategy including in training activities as well as marketing events.
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