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 |