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Improving international brand performance : the implications of marketing capabilities, brand orientation and customer value cocreation

Ganji, Seyedeh Fatemeh Ghasempour; Kazemi, Ali - In: The journal of product & brand management 33 (2024) 8, pp. 1088-1100

Persistent link: https://www.econbiz.de/10015173305

How external network and innovation affect the link between export orientations and export performance?

Kazemi, Ali; Ganji, Seyedeh Fatemeh Ghasempour; … - In: Review of international business and strategy 33 (2022) 5, pp. 786-809

Persistent link: https://www.econbiz.de/10014422550

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Ghasempour Ganji, Seyedeh Fatemeh; Kazemi, Ali - In: Journal of Product & Brand Management 33 (2024) 8, pp. 1088-1100

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how...

Persistent link: https://www.econbiz.de/10015352163