• Study on the Relationships among Marketing Information System Quality and Brand Equity Management in Banking Sector

    Author(s):
    Mohamed Salih Yousif Ali
    Editor(s):
    Alim Al Ayub Ahmed (see profile)
    Date:
    2015
    Group(s):
    Archives, Asian Business Review, Business Management, Literature and Economics, Scholarly Communication
    Item Type:
    Article
    Permanent URL:
    http://dx.doi.org/10.17613/jpsz-m426
    Abstract:
    Marketing information system plays critical role in improving brand power and long-term profitability. The purpose of this study was to investigate the relationship between marketing information system quality (MKISQ) and brand equity management (BEM) within the banking sector. Results show that the three components of the MKISQ: marketing information quality, marketing support service quality, and marketing orientation quality Influence brand equity. This study contributes to the theoretical and managerial implication empirical of the MKISQ and BEM. The paper provides detail discussion, Imitations and suggestions for future research.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    3 years ago
    License:
    Attribution-NonCommercial
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