Liow, Melissa Li Sa; Chai, Yeow Kim - In: International Review of Management and Marketing 5 (2015) 2, pp. 61-72
This paper starts by clarifying the role of branding orientation (BO) among academic studies. It shortly introduces the development of the BO concepts. The empirical part consists of a search for and analysing of academic articles using a meta-analysis that consider BO in the accommodation...