The Mediating Effect of Design Innovation between Brand Distinctiveness and Brand Performance: Evidence from Furniture Manufacturing Firms in Malaysia
The paper examines the relationships among brand distinctiveness, design innovation and brand performance of furniture manufacturers and the mediating effect of design innovation between brand distinctiveness and brand performance. Questionnaires were distributed to more than 500 manufacturers and 2...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Online Access: | View Fulltext in Publisher |