Antecedents and consequences of brand-oriented companies
Year of publication: |
2013
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Authors: | Huang, Yen-tsung ; Tsai, Ya-ting |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 47.2013, 11/12, p. 2020-2041
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Subject: | Brand orientation | Strategic orientation | Brand performance | Internal branding | Brands | Brand awareness | Taiwan | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenimage | Brand image | Unternehmenserfolg | Firm performance | Internationales Marketing | International marketing | Strategisches Management | Strategic management | Konsumentenverhalten | Consumer behaviour | Erfolgsfaktor | Success factor | Markenartikel | Brand |
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