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Dealers’ Market Orientation And Brand Equity: The Mediating Effect Of Relationship Marketing

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 b...

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Bibliographic Details
Main Author:	Ghani, Noor Hasmini Hj Abd
Format:	Thesis
Language:	English
Published:	2011
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/42175/ http://eprints.usm.my/42175/1/NOOR_HASMINI_HJ_ABD_GHANI.pdf

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