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Managing knowledge: The role of market orientation towards branding in the automobile authorized independent dealers


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

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: Brand equity, dealer, market orientation,retailer.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Dr. Noor Hasmini Abd Ghani
Date Deposited: 02 Sep 2015 08:55
Last Modified: 19 Apr 2016 00:09
URI: http://repo.uum.edu.my/id/eprint/15370

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