Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective
Abstract
This study investigates how customer value mediates the relationship between relationship marketing and firm value, and how brand equity mediates the relationship between relationship marketing and firm value in the telecommunications industry in Ghana. A quantitative research design was adopted. Data were collected from 1,000 customers from four main telecommunications companies in Accra, the capital city of Ghana. Structural equation modelling...
Paper Details
Title
Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective
Published Date
Jul 25, 2019
Volume
18
Issue
4
Pages
280 - 308
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