Closing the marketing strategy to performance gap: the role of brand orientation

There are no files associated with this record.

Title Closing the marketing strategy to performance gap: the role of brand orientation
Author Wong, Ho-Yin; Merrilees, Bill
Journal Name Journal of Strategic Marketing
Year Published 2007
Place of publication UK
Publisher Routledge
Abstract Marketing strategy and innovation were found to influence brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance.
Peer Reviewed Yes
Published Yes
Volume 15
Issue Number 5
Edition December
Page from 443
Page to 458
ISSN 0965-254X
Date Accessioned 2007-11-01
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
URI http://hdl.handle.net/10072/18200
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

Show simple item record

Griffith University copyright notice