How multiple strategic orientations impact brand equity of B2B SMEs

Volume: 27, Issue: 8, Pages: 730 - 750
Published: Sep 13, 2018
Abstract
The purpose of this study is to investigate how multiple strategic orientations impact brand equity of B2B SMEs. In this regard, direct and moderating interaction effects of brand, market...
Paper Details
Title
How multiple strategic orientations impact brand equity of B2B SMEs
Published Date
Sep 13, 2018
Volume
27
Issue
8
Pages
730 - 750
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