Brand Orientation : conceptual extension, scale development and validation

Piha, Lamprini, Papadas, Karolos orcid.org/0000-0002-1447-1108 and Davvetas, Vasileios (2021) Brand Orientation : conceptual extension, scale development and validation. JOURNAL OF BUSINESS RESEARCH. pp. 203-222. ISSN 0148-2963

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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
Dates:
  • Accepted: 15 May 2021
  • Published: September 2021
  • Published (online): 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: 01 Sep 2021 03:00
Published Version: https://doi.org/10.1016/j.jbusres.2021.05.023
Status: Published
Refereed: Yes
Identification Number: https://doi.org/10.1016/j.jbusres.2021.05.023

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