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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
IJSRP.ORG
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/15367/1/ijsrp-p3595.pdf |