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- W2099687564 abstract "This study is to investigate the role of relationship marketing and market orientationstrategy in developing brand equity from the dealer’s viewpoint, focused on automobileauthorized independent sales dealers in Malaysia.Interestingly, the finding showedmarket orientation influenced the brand equity.But, the brand equity formation is by afunction of relationship marketing and not restricted to the direct role of marketorientation.Hence, to support the growth of both dealers and their firm’s future success,the study highlighted that relationship marketing activities is needed in any company’s strategy including in training activities as well as marketing events." @default.
- W2099687564 created "2016-06-24" @default.
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- W2099687564 date "2014-03-01" @default.
- W2099687564 modified "2023-09-27" @default.
- W2099687564 title "Dealer-Based Brand Equity: The Role of Market Orientation and Relationship Marketing on Brand Equity" @default.
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