Why doesn't our branding pay off : optimising the effects of branding through innovation
Year of publication: |
2016
|
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Authors: | Lee, Wai Jin ; O'Cass, Aron ; Sok, Phyra |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 3/4, p. 509-529
|
Subject: | Ambidexterity | Brand orientation | Brand performance | Curvilinear | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Innovation | Erfolgsfaktor | Success factor | Marketingmanagement | Marketing management |
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