Brand culture: its antecedents and relationship to SME brand performance
The study develops and empirically tests a model of the antecedents of brand culture and its effects of on brand performance in Malaysian small and medium-sized enterprises (SMEs). Objective: In this study, three research questions are addressed: (1) What effects do organizational internal factors (...
| Main Authors: | , |
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| Formato: | Artigo |
| Idioma: | English |
| Publicado em: |
Iwnest Publisher
2015
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| Acesso em linha: | http://eprints.uthm.edu.my/5318/1/AJ%202017%20%28764%29.pdf |