This was the first international article on brand orientation. Brand orientation is defined and related to other orientation. The article is also an early fore runner within the field of corporate branding. The relation between product brands and corporate brands is discussed with the Nicorette / Pharmacia case study
The article is devoted to defining of an essence of brand as the single whole integrity of socioecon...
This study examines the extent to which the effect of brand orientation on sales performance is cont...
The article presents a conceptual basis for the formation of a brand based on the analysis of key id...
Brand orientation is an approach in which the process of the organization revolve around the creatio...
With the advent of the digital economy era, the relationship between consumers and brands is changin...
The article presents the results of the analysis of three main strategies included in the brand mana...
Along with the ever-expanding interest in brands, the brand orientation concept has since its incept...
Purpose of this conceptual article is to clarify scope and propose model of brand orientation in bus...
This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish lea...
Copyright © 2021 The Authors. Considers the significance of corporate identity, internal corporate b...
The literature suggests brands that consumers perceive as differentiated from other competing brands...
The paper deals with the analysis of the existing approaches to brand orientation operationalization...
This conceptual article examines brand orientation as an alternative to market orientation in the pu...
Issues associated with brand management and its share in the creation of value for companies from th...
If brand orientation is used as a strategy ensuring the “relative advantage” attribute of an innovat...
The article is devoted to defining of an essence of brand as the single whole integrity of socioecon...
This study examines the extent to which the effect of brand orientation on sales performance is cont...
The article presents a conceptual basis for the formation of a brand based on the analysis of key id...
Brand orientation is an approach in which the process of the organization revolve around the creatio...
With the advent of the digital economy era, the relationship between consumers and brands is changin...
The article presents the results of the analysis of three main strategies included in the brand mana...
Along with the ever-expanding interest in brands, the brand orientation concept has since its incept...
Purpose of this conceptual article is to clarify scope and propose model of brand orientation in bus...
This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish lea...
Copyright © 2021 The Authors. Considers the significance of corporate identity, internal corporate b...
The literature suggests brands that consumers perceive as differentiated from other competing brands...
The paper deals with the analysis of the existing approaches to brand orientation operationalization...
This conceptual article examines brand orientation as an alternative to market orientation in the pu...
Issues associated with brand management and its share in the creation of value for companies from th...
If brand orientation is used as a strategy ensuring the “relative advantage” attribute of an innovat...
The article is devoted to defining of an essence of brand as the single whole integrity of socioecon...
This study examines the extent to which the effect of brand orientation on sales performance is cont...
The article presents a conceptual basis for the formation of a brand based on the analysis of key id...
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