Anees-ur-Rehman, Muhammad; Wong, Ho Yin; Sultan, Parves; … - In: Journal of Business & Industrial Marketing 33 (2018) 3, pp. 303-315
Purpose: This study aims to examine the relationship between brand orientation and financial performance in business-to-business (B2B) small- and medium-sized enterprises (SMEs). It examines the impact of brand-oriented strategy on financial performance through four branding constructs, namely,...