Abstract

The purpose of this study is to examine the influence of product quality and service quality on brand leadership. Hence, this study is to fill the gap to demonstrate the relationship between product quality, service quality and brand leadership. Brand leadership refers to a technique and strategies that organizations use to market a product and services. Current researchers focus on brand equity dimension and yet less examine on relationship between product quality, service quality and brand leadership especially in petroleum industries.

Therefore, a petrol station outlet user is selected to conduct this case study due to its importance in driving the economy status and to fill the gap to demonstrate the relationship of product quality, service quality and brand leadership. Suggested a survey questionnaire shall administer personally to petrol users in Kuala Lumpur, Shah Alam and Putrajaya. A convenience sampling survey technique was used in this study and 390 questionnaires were successfully collected from petrol users. In this research study, all data collection from questionnaire summarizes using SPSS (Statistic Package for Social Sciences) and AMOS (Analysis of Moment Structure) software and used structural equation modelling (SEM) to validate the measurement model and test hypothesis.

Results indicated that product quality and service quality have significant positive relationship with brand leadership. Hence shows that quality is important aspect for brand to success.

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