| Market Orientation and Brand Performance: Role of Brand Orientation and Competitive Intensity Contributor(s): Yasin Nmy, Norjaya Mohd (Author), Arshad Ra, Rasidah (Author), Aziz Naa, Norzalita Abd (Author) |
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ISBN: 1976335809 ISBN-13: 9781976335808 Publisher: Createspace Independent Publishing Platform OUR PRICE: $47.50 Product Type: Paperback Published: October 2017 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Industrial |
| Physical Information: 0.46" H x 5.98" W x 9.02" (0.66 lbs) 220 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: This book aimed to examine the mediating role of brand orientation and the moderating role of competitive intensity in the relationship between market orientation and brand performance in Malaysian hotel industry. The Malaysian service industry has gained greater attention in today's business environment since it has been a major player in the growth of Malaysian economy. The industry is contributing more than 50 percent of the nation's real GDP. One of the most promising industries in Malaysia is the hotel industry. Majority of performance measures have been discussed at the macro level, that is, the overall organizational performance. However, the micro level performance measures such as brand performance has been neglected. To align with the Industrial Master Plan to meet the economic agenda of the nation, branding strategy is crucial because brand is considered an organization's primary asset. The study was based on a sample gathered from middle-level managers of star-rated hotels in Peninsular Malaysia, using a self-administered questionnaire. |