International Journal of Scientific and Research Publications

IJSRP, Volume 4, Issue 11, November 2014 Edition [ISSN 2250-3153]


Direct and Indirect Effects of Product Innovation and Product Quality on Brand Image: Empirical Evidence from Automotive Industry
      Jalal Hanaysha, Haim Hilman, Noor Hasmini Abdul-Ghani
Abstract: This study examines the effect of product innovation and product quality on brand image with brand trust as mediator. Past studies paid less attention to empirically determine the relationship between the said variables on brand image and using brand trust as mediator between such independent and dependent variables. Therefore, this study aims to fill up this gap and contribute to the body of knowledge by examining the relationship between them. Data is collected using questionnaire from 287 passenger car users at shopping malls in Northern region of Malaysia. Specifically, systematic sampling procedure was followed during data collection.

Reference this Research Paper (copy & paste below code):

Jalal Hanaysha, Haim Hilman, Noor Hasmini Abdul-Ghani (2018); Direct and Indirect Effects of Product Innovation and Product Quality on Brand Image: Empirical Evidence from Automotive Industry; Int J Sci Res Publ 4(11) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-1114.php?rp=P353404
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