Cui, Annie Peng; Hu, Michael Y.; Griffith, David A. - In: Journal of Business Research 67 (2014) 2, pp. 144-150
capabilities and resultant brand performance. Measures of brand manager intangible capital and brand management capabilities are … performance, and brand manager intangible capital has an indirect effect on brand performance via brand management capabilities …Brands have become increasingly important as a foundation for competitive strategy. Unfortunately, although brand …