Why doesn't our branding pay off : optimising the effects of branding through innovation
Wai Jin (Thomas) Lee and Aron O'Cass and Phyra Sok
| Year of publication: |
2016
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|---|---|
| Authors: | Lee, Wai Jin ; O'Cass, Aron ; Sok, Phyra |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 3/4, p. 509-529
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| Subject: | Ambidexterity | Brand orientation | Brand performance | Curvilinear | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Innovation | Markenimage | Brand image | Produktentwicklung | New product development | Markenartikel | Brand | Organisationale Ambidextrie | Ambidextrous organization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-11-2014-0722 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011574456