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Relationship marketing in branding: The automobile authorized independent dealers in Malaysia

Abd Ghani, Noor Hasmini (2012) Relationship marketing in branding: The automobile authorized independent dealers in Malaysia. International Journal of Business and Social Science, 3 (5). pp. 144-154. ISSN 2219-1933

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This paper focused the relationship marketing in branding within the customer durable goods, specific to the firm-dealer relationship in Malaysia automobile industry perspective.The dealers in this study represented by four main authorized independent sales dealers, which exclusively carrying the firm’s brand.The survey method is used in this study.The findings showed that in Malaysia automobile firm-dealers relationship there are moderate to high adoption of relationship marketing among each dealer with their firms. Relations to this, there are differences exist between relationship marketing components among these four automobile sales dealers towards their firm’s brand.From the findings, it’s tends to suggest that relationship marketing is able to become among of importance factors in proposing why the sales volume of certain brand name is higher than others.Great concerned on relationship marketing will create significance difference in firm’s brand sales.

Item Type: Article
Uncontrolled Keywords: Relationship marketing; Branding; Brand name; Brand equity; Relationship trust; Relationship commitment; Relationship satisfaction; Sales Dealers.
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of Business Management
Depositing User: Dr. Noor Hasmini Abd Ghani
Date Deposited: 02 Sep 2015 08:59
Last Modified: 19 Apr 2016 00:09
URI: http://repo.uum.edu.my/id/eprint/15371

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