Showing 1 - 9 of 9
Persistent link: https://www.econbiz.de/10014581697
Persistent link: https://www.econbiz.de/10001697171
Persistent link: https://www.econbiz.de/10002673607
Persistent link: https://www.econbiz.de/10008933445
Persistent link: https://www.econbiz.de/10010514465
Persistent link: https://www.econbiz.de/10003428046
Persistent link: https://www.econbiz.de/10003853632
This paper investigates the link between brand performance and cultural primes in high-risk, innovation-based sectors. In theory section, we propose that the level of cultural uncertainty avoidance embedded in a firm determine its marketing creativity by increasing the complexity and the...
Persistent link: https://www.econbiz.de/10012707820
Persistent link: https://www.econbiz.de/10014485567