Closing the marketing strategy to performance gap: the role of brand orientation
Author(s)
Wong, Ho-Yin
Merrilees, Bill
Griffith University Author(s)
Year published
2007
Metadata
Show full item recordAbstract
Marketing strategy and innovation were found to influence brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance.Marketing strategy and innovation were found to influence brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance.
View less >
View less >
Journal Title
Journal of Strategic Marketing
Volume
15
Issue
5
Subject
Marketing