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Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator


Abd Ghani, Noor Hasmini and Abdullah, Haim Hilman (2017) Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator. In: 4th Conference on Business Management, 29-30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia.

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Abstract

Brand equity is firm’s superior customer value that essentially intangible offered to the customers.In nowadays’ competitive market, brand equity become one of the crucial firm’s strategy as higher brand equity achievement is able to provide benefits such as competitive differentiation, premium prices, higher in sales volumes, and greater security of demand that create best guarantee for firm’s survival. This study investigated the role of brand equity assets which referring to brand awareness, brand image, brand leadership and brand loyalty as a mediator. Particularly, this study examined the role of brand equity assets as mediator in the relationship between country of origin (COO) and product innovation (PI) on relationship quality (RQ) in Malaysia Consumers’ Passenger Cars context.The study is based on survey method. The self administered questionnaires are randomly distributed among passenger car users in North region of Malaysia. The study showed interesting result due to some of brand equity assets such as brand awareness and brand image are found to be a mediator in the relationship between PI and RQ. Also, majority of the brand equity assets such as brand awareness, brand image and brand loyalty revealed important role as mediator toward the relationship between COO and RQ.

Item Type: Conference or Workshop Item (Paper)
Additional Information: eISBN 978-967-0910-76-5 Organized by: School of Business Management, Universiti Utara Malaysia.
Uncontrolled Keywords: Brand Equity Assets, Country of Origin, Product Innovation, Relationship Quality, Automobile Car Passenger
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 15 Mar 2018 01:36
Last Modified: 15 Mar 2018 01:36
URI: http://repo.uum.edu.my/id/eprint/23676

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