doi: 10.7763/IJIMT.2012.V3.243
Managing Knowledge: The Role of Market Orientation towards Branding in the Automobile Authorized Independent Dealers
Noor Hasmini Abd. Ghani
- School of Business Management, College of Business, Universiti Utara Malaysia, Sintok, 06010 Kedah, Malaysia.
Abstract
Managing knowledge is crucial as knowledge is among of the most strategic weapon that can leads to sustainable competitive advantage such as brand equity. This research introduced the market orientation, the knowledge-related behaviour that able to build brand equity. The investigation is in the context of automobile authorized independent sales dealers. A survey method is used in this study. The findings showed that market orientation develop the brand equity assets as well as overall brand equity. The finding of the study is hoped to increase more research attention in further explore the important role of market orientation in branding perspective.
Keywords
- Brand equity
- dealer
- market orientation
- retailer
How to Cite
Noor Hasmini Abd. Ghani, "Managing Knowledge: The Role of Market Orientation towards Branding in the Automobile Authorized Independent Dealers," International Journal of Innovation, Management and Technology, vol. 3, no. 4, pp. 300-305, 2012. https://doi.org/10.7763/IJIMT.2012.V3.243
Copyright & License
Copyright © 2012 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).