Closing the marketing strategy to performance gap: the role of brand orientation
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| 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 |
| Date Available | 2008-05-02T02:49:01Z |
| Language | en_AU |
| Research Centre | Centre for Tourism, Sport and Services Research |
| 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 |
Please use this identifier to cite this record: http://hdl.handle.net/10072/18200
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