Brand compass: charting a course to improve firm performance
Data(s) |
01/07/2016
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Resumo |
This study contributes to the internal brand management domain from a firm asset perspective. We argue brand compass is an inside-out identity-focused firm asset consisting of brand vision, brand commitment and shared brand understanding. We build a theoretical argument for examining brand compass together with two important outward focused orientations: market orientation and innovation orientation. Through structural equation modelling, within the context of retailing, the findings chart a course to improve firm performance. |
Identificador | |
Idioma(s) |
eng |
Publicador |
Taylor & Francis |
Relação |
http://dro.deakin.edu.au/eserv/DU:30085205/bridson-brandcompasschart-inpress-2016.pdf http://www.dx.doi.org/10.1080/0965254X.2016.1195861 |
Direitos |
2016, Taylor & Francis |
Palavras-Chave | #brand compass #market orientation #innovation orientation |
Tipo |
Journal Article |