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The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia


Hanaysha, Jalal and Abd Ghani, Noor Hasmini (2013) The influence of product quality and service quality on brand leadership: Empirical evidence from Malaysia. In: Conference on Business Management Research 2013, December 11, 2013, EDC, Universiti Utara Malaysia, Sintok.

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Abstract

This study examined the effect of product quality and service quality on brand leadership.Automobile industry was selected to conduct this study due to its importance in driving the economy status of Malaysia.A survey questionnaire was administered personally to car users in North region of Malaysia at large shopping malls.The sample covered 470 respondents to obtain their feedback and perception on the car brand they use.The data were analyzed using Structural Equation Modeling (SEM) on AMOS.The findings indicated that product quality and service quality have significant positive relationship with brand leadership.Finally, conclusion and future research directions are discussed.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organized by: School of Business Management,College of Business, Universiti Utara Malaysia.
Uncontrolled Keywords: brand equity, brand leadership, product quality, service quality
Subjects: H Social Sciences > HF Commerce
Divisions: School of Business Management
Depositing User: Dr. Noor Hasmini Abd Ghani
Date Deposited: 10 Dec 2015 02:45
Last Modified: 18 Apr 2016 03:47
URI: http://repo.uum.edu.my/id/eprint/16342

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