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Yıl 2012 , Cilt 4 , Sayı 2

Makale özeti ve diğer detaylar.

Makale özeti
Başlık :

The influence of knowledge management and brand equity on marketing performance: a case study of a japanese automaker’s branch in taiwan

Yazar kurumları :
Takming University of Science and Technology Taiwan1
Görüntülenme :
134
DOI :
Özet Türkçe :

The chief purpose of this study is to verify and understand how the corporateinitiated implementation of knowledge management (KM) and brand equity affect the marketing performance of a Japanese automaker's Taiwanese branch. Data was extracted from the population using convenience sampling to verify the goodness-of-fit of the overall, structural and measurement models by means of Structural Equation Modeling (SEM). Findings from this study indicate that 1) KM has a positive and significant influence on marketing performance; 2) Brand equity has a positive and significant influence on marketing performance. Not only do the research results give that particular Japanese car brand's Taiwan subsidiary a sense of how important and beneficial KM implementation is, they also offer other companies helpful information for operations-related decision-making.

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