Antecedents and outcomes of brand management in small and medium enterprise (SMEs) in Malaysian context
The focus of this study is to understand the antecedents and outcomes of brand management in the Malaysians’ SME context from the view of Resource Based View (RBV) Theory and Knowledge Based View (KBV) Theory. Top management brand emphasis, corporate supportive resources and market orientation are i...
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| Format: | Thesis |
| Language: | English English |
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2016
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| Online Access: | https://eprints.ums.edu.my/id/eprint/39306/1/24%20pages.pdf https://eprints.ums.edu.my/id/eprint/39306/2/FULLTEXT.pdf |