Iyer, Pramod; Davari, Arezoo; Srivastava, Saurabh; … - In: Journal of Product & Brand Management 30 (2020) 2, pp. 197-214
Purpose: The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and internal branding), and brand performance. Design/methodology/approach: The research model is assessed using...