Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers
Managing knowledge is crucial as knowledge is among of the most strategic weapon that can leads to sustainable competitive advantage such as brand equity. This research introduced the market orientation, the knowledge-related behaviour that able to build brand equity.The investigation is in the cont...
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| Format: | Article |
| Language: | English |
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International Association of Computer Science and Information Technology Press (IACSIT)
2012
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| Online Access: | https://repo.uum.edu.my/id/eprint/15370/1/243-CM203.pdf |
| _version_ | 1825803525215485952 |
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| author | Abd Ghani, Noor Hasmini |
| author_facet | Abd Ghani, Noor Hasmini |
| author_sort | Abd Ghani, Noor Hasmini |
| collection | UUM |
| description | Managing knowledge is crucial as knowledge is among of the most strategic weapon that can leads to sustainable competitive advantage such as brand equity. This research introduced the market orientation, the knowledge-related behaviour that able to build brand equity.The investigation is in the context of automobile authorized independent sales dealers.A survey method is used in this study. The findings showed that market orientation develop the brand equity assets as well as overall brand equity.The finding of the study is hoped to increase more research attention in further explore the important role of market orientation in branding perspective. |
| first_indexed | 2024-07-04T05:58:32Z |
| format | Article |
| id | uum-15370 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:58:32Z |
| publishDate | 2012 |
| publisher | International Association of Computer Science and Information Technology Press (IACSIT) |
| record_format | eprints |
| spelling | uum-153702016-04-19T00:09:18Z https://repo.uum.edu.my/id/eprint/15370/ Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers Abd Ghani, Noor Hasmini HD28 Management. Industrial Management Managing knowledge is crucial as knowledge is among of the most strategic weapon that can leads to sustainable competitive advantage such as brand equity. This research introduced the market orientation, the knowledge-related behaviour that able to build brand equity.The investigation is in the context of automobile authorized independent sales dealers.A survey method is used in this study. The findings showed that market orientation develop the brand equity assets as well as overall brand equity.The finding of the study is hoped to increase more research attention in further explore the important role of market orientation in branding perspective. International Association of Computer Science and Information Technology Press (IACSIT) 2012 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/15370/1/243-CM203.pdf Abd Ghani, Noor Hasmini (2012) Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers. International Journal of Innovation, Management and Technology, 3 (4). pp. 300-305. ISSN 2010-0248 http://doi.org/10.7763/IJIMT.2012.V3.243 doi:10.7763/IJIMT.2012.V3.243 doi:10.7763/IJIMT.2012.V3.243 |
| spellingShingle | HD28 Management. Industrial Management Abd Ghani, Noor Hasmini Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers |
| title | Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers |
| title_full | Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers |
| title_fullStr | Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers |
| title_full_unstemmed | Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers |
| title_short | Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers |
| title_sort | managing knowledge the role of market orientation towards branding in the automobile authorized independent dealers |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/15370/1/243-CM203.pdf |
| work_keys_str_mv | AT abdghaninoorhasmini managingknowledgetheroleofmarketorientationtowardsbrandingintheautomobileauthorizedindependentdealers |