Improving international brand performance : the implications of marketing capabilities, brand orientation and customer value cocreation
Seyedeh Fatemeh Ghasempour Ganji and Ali Kazemi
| Year of publication: |
2024
|
|---|---|
| Authors: | Ganji, Seyedeh Fatemeh Ghasempour ; Kazemi, Ali |
| Subject: | Brand orientation | Brand performance | Export | Innovation capabilities | Marketing capabilities | Value cocreation | Markenführung | Brand management | Unternehmenserfolg | Firm performance | Marketingmanagement | Marketing management | Internationales Marketing | International marketing | Kundenintegration | Customer integration | Kundenwert | Customer value | Ressourcenorientierter Ansatz | Resource-based view | Innovation | Betriebliche Wertschöpfung | Value creation | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-03-2023-4399 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015173305