Does brand orientation contribute to retailers' success? : an empirical study in the South African market
Year of publication: |
September 2017
|
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Authors: | Schmidt, Holger J. ; Mason, Roger B. ; Steenkamp, Pieter ; Mugobo, Virimai |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 38.2017, p. 210-222
|
Subject: | Brand management | Brand orientation | Retail brand orientation | Strategic orientations | Partial least squares path modeling | Markenführung | Einzelhandel | Retail trade | Partielle kleinste Quadrate | Partial least squares | Südafrika | South Africa | Erfolgsfaktor | Success factor | Marketingmanagement | Marketing management | Markenartikel | Brand | Strategisches Management | Strategic management |
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