Direct and indirect effects of product innovation and product quality on brand image: Empirical evidence from automotive industry

This study examines the effect of product innovation and product quality on brand image with brand trust as mediator.Past studies paid less attention to empirically determine the relationship between the said variables on brand image and using brand trust as mediator between such independent and dep...

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Bibliographic Details
Main Authors: Hanaysha, Jalal R. M., Abdullah, Haim Hilman, Abd Ghani, Noor Hasmini
Format: Article
Language:English
Published: IJSRP.ORG 2014
Subjects:
Online Access:https://repo.uum.edu.my/id/eprint/15367/1/ijsrp-p3595.pdf