dc.contributor.author | Wong, Ho-Yin | |
dc.contributor.author | Merrilees, Bill | |
dc.date.accessioned | 2017-05-03T13:59:41Z | |
dc.date.available | 2017-05-03T13:59:41Z | |
dc.date.issued | 2007 | |
dc.date.modified | 2008-05-02T02:49:01Z | |
dc.identifier.issn | 0965-254X | |
dc.identifier.uri | http://hdl.handle.net/10072/18200 | |
dc.description.abstract | Marketing strategy and innovation were found to influence brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Routledge | |
dc.publisher.place | UK | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofpagefrom | 443 | |
dc.relation.ispartofpageto | 458 | |
dc.relation.ispartofedition | December | |
dc.relation.ispartofissue | 5 | |
dc.relation.ispartofjournal | Journal of Strategic Marketing | |
dc.relation.ispartofvolume | 15 | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearchcode | 1505 | |
dc.title | Closing the marketing strategy to performance gap: the role of brand orientation | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.date.issued | 2007 | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Merrilees, Bill J. | |