Odoom, Raphael; Agbemabiese, George Cudjoe; … - In: Marketing Intelligence & Planning 35 (2017) 4, pp. 473-487
’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across … interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings Results from … the study suggest that both internal and external branding capabilities positively affect enterprise performance. However …
