Brand orientation in small firms : an empirical test of the impact of brand performance
Year of publication: |
2014
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Authors: | Hirvonen, Saku ; Laukkanen, Tommi |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 22.2014, 1, p. 41-58
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Subject: | brand orientation | brand performance | brand identity | internal branding | small firms | moderation | mediation | Markenführung | Brand management | KMU | SME | Markenimage | Brand image | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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