Brand ambidexterity and commitment in higher education : an exploratory study
Bang Nguyen, Xiaoyu Yu, T.C. Melewar, Jane Hemsley-Brown
| Year of publication: |
August 2016
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|---|---|
| Authors: | Bang, Nguyen ; Yu, Xiaoyu ; Melewar, T. C. ; Hemsley-Brown, Jane |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 8, p. 3105-3112
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| Subject: | Brand ambidexterity | Exploratory strategy | Exploitative strategy | Brand performance | Brand image | Brand reputation | Markenführung | Brand management | Markenimage | Organisationale Ambidextrie | Ambidextrous organization | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2016.01.026 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011507929