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Strategic effects of product innovation, service quality, and relationship quality on brand equity


Hanaysha, Jalal R. M. and Abdullah, Haim Hilman (2015) Strategic effects of product innovation, service quality, and relationship quality on brand equity. Asian Social Science, 11 (10). pp. 56-72. ISSN 1911-2017

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Abstract

In highly competitive markets, building brand equity has become one of the first priorities for many organizations as it brings several benefits and reputation for them.Past researches have acknowledged that consumers look for brands which provide them with differential values through innovative product and service features.However, despite the importance of product innovation in determining an organization’s success, very limited studies have intended to examine its effect on brand equity.In the present study, we aim to examine the effect of product innovation on brand equity in Ma

Item Type: Article
Uncontrolled Keywords: brand equity, product innovation, relationship quality, service quality
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Dr. Haim Hilman Abdullah
Date Deposited: 03 Aug 2015 08:38
Last Modified: 06 Dec 2016 03:53
URI: http://repo.uum.edu.my/id/eprint/15008

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