Brand Orientation : conceptual extension, scale development and validation

Piha, Lamprini, Papadas, Karolos and Davvetas, Vasileios (2021) Brand Orientation : conceptual extension, scale development and validation. JOURNAL OF BUSINESS RESEARCH. pp. 203-222. ISSN 0148-2963


Copyright, Publisher and Additional Information: © 2021 Elsevier Inc. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy.
Keywords: brand orientation, scale development, marketing department power, market orientation
  • Accepted: 15 May 2021
  • Published (online): 29 May 2021
  • Published: September 2021
Institution: The University of York
Academic Units: The University of York > Faculty of Social Sciences (York) > The York Management School
Depositing User: Pure (York)
Date Deposited: 24 May 2021 11:20
Last Modified: 06 Dec 2023 14:15
Published Version:
Status: Published
Refereed: Yes
Identification Number:


Filename: Manuscript_without_author_details_Brand_Orientation.docx

Description: Manuscript_without author details_Brand Orientation

Licence: CC-BY-NC-ND 2.5