Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
INSInet Publications
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/12455/1/406-415.pdf |
| _version_ | 1825803010795634688 |
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| author | Abd Ghani, Noor Hasmini Mohamad, Osman |
| author_facet | Abd Ghani, Noor Hasmini Mohamad, Osman |
| author_sort | Abd Ghani, Noor Hasmini |
| collection | UUM |
| description | 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. |
| first_indexed | 2024-07-04T05:49:56Z |
| format | Article |
| id | uum-12455 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:49:56Z |
| publishDate | 2014 |
| publisher | INSInet Publications |
| record_format | eprints |
| spelling | uum-124552016-04-12T04:11:26Z https://repo.uum.edu.my/id/eprint/12455/ Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity Abd Ghani, Noor Hasmini Mohamad, Osman HB Economic Theory 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. INSInet Publications 2014-03 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/12455/1/406-415.pdf Abd Ghani, Noor Hasmini and Mohamad, Osman (2014) Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity. Australian Journal of Basic and Applied Sciences, 8 (3). pp. 406-415. ISSN 1991-8178 http://www.ajbasweb.com/ |
| spellingShingle | HB Economic Theory Abd Ghani, Noor Hasmini Mohamad, Osman Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity |
| title | Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity |
| title_full | Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity |
| title_fullStr | Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity |
| title_full_unstemmed | Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity |
| title_short | Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity |
| title_sort | dealer based brand equity the role of market orientation and relationship marketing on brand equity |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/12455/1/406-415.pdf |
| work_keys_str_mv | AT abdghaninoorhasmini dealerbasedbrandequitytheroleofmarketorientationandrelationshipmarketingonbrandequity AT mohamadosman dealerbasedbrandequitytheroleofmarketorientationandrelationshipmarketingonbrandequity |