Review paper

How and when does the brand orientation-market orientation nexus matter?

Volume: 35, Issue: 2, Pages: 349 - 361
Published: Nov 23, 2019
Abstract
Purpose While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic capabilities, this study unpacks how, and when, brand orientation and market orientation link systematically to influence brand performance....
Paper Details
Title
How and when does the brand orientation-market orientation nexus matter?
Published Date
Nov 23, 2019
Volume
35
Issue
2
Pages
349 - 361
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