Dealers' Market Orientation And Brand Equity : The Mediating Effect Of Relationship Marketing
| dc.contributor.author | Abd Ghani, Noor Hasmini | |
| dc.date.accessioned | 2018-08-07T06:31:43Z | |
| dc.date.available | 2018-08-07T06:31:43Z | |
| dc.date.issued | 2011-05 | |
| dc.description.abstract | The reliance of car manufacturers on their sales dealers in a very competitive market, which have created selling pressures justified the importance of investigating brand equity from the latter’s perspective. Generally, the Malaysian brands including the car brands have been perceived to have low brand equity. From literature, the importance of market orientation and relationship marketing cannot be ignored. Hence, the study attempts to investigate the role of market orientation and relationship marketing in forming the brand equity. Mainly, the study is focus on the mediator effect of relationship marketing towards the relationship between market orientation and brand equity among Malaysian car dealers. This study was conducted using survey method. The questionnaires were distributed to authorized independent dealers of Proton, Perodua, Toyota and Honda. A total of 132 dealers in Peninsular Malaysia, which represented by the sales managers were randomly selected. From 132 responses, only 129 valid responses were received giving a response rate of 97.7% percent. The regression analyses were conducted to test the research hypotheses in estimating the mediating effect. Out of six variables of relationship marketing, the findings show that the variable of trust, intensity, satisfaction, and commitment are critical variables of relationship marketing that able to form the brand equity assets (that represent as a brand equity multidimensional), which refer to perceived quality, brand leadership, brand image, and brand performance. However, among all the variables, trust is the strongest and important mediator because the impact of market orientation on brand equity has been fully absorbed by the trust variable. Other variables that refer to conflict and reciprocity is important as well because these variables were able to built brand performance. Indeed, the mediator effect of relationship marketing is able to differentiate the lower and higher brand equity in comparison between other brands. Well developed of relationship marketing is able to achieve higher brand equity. Whereas, poor developed of relationship marketing led to lower brand equity. Hence, brand equity formation is dependent on building relationship marketing. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/6226 | |
| dc.language.iso | en | en_US |
| dc.publisher | Universiti Sains Malaysia | en_US |
| dc.subject | Relationship between market orientation | en_US |
| dc.subject | brand equity among Malaysian car dealers | en_US |
| dc.title | Dealers' Market Orientation And Brand Equity : The Mediating Effect Of Relationship Marketing | en_US |
| dc.type | Thesis | en_US |
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