Does brand orientation help B2B SMEs in gaining business growth?
Saku Hirvonen and Tommi Laukkanen (Business School, University of Eastern Finland, Joensuu, Finland) and Jari Salo (Oulu Business School, Oulu, Finland)
| Year of publication: |
2016
|
|---|---|
| Authors: | Hirvonen, Saku ; Laukkanen, Tommi ; Salo, Jari |
| Published in: |
The journal of business & industrial marketing. - Bingley : Emerald Publishing Limited, ISSN 0885-8624, ZDB-ID 649550-3. - Vol. 31.2016, 4, p. 472-487
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| Subject: | Brand orientation | Business growth | Brand performance | B2B SME | Customer relationship performance | Moderation analysis | KMU | SME | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Lieferantenmanagement | Supplier relationship management | Unternehmenswachstum | Firm growth | Unternehmenserfolg | Firm performance | Marketingmanagement | Marketing management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBIM-11-2014-0217 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011496545