A bibliometric analysis of brand orientation strategy in digital marketing: Determinants, research perspectives and evolutions
S Li, Y Shi, L Wang, E **a - Sustainability, 2023 - mdpi.com
With the advent of the digital economy era, the relationship between consumers and brands
is changing. The mode of marketing, especially the paradigm of brand management, also …
is changing. The mode of marketing, especially the paradigm of brand management, also …
Market-sensing capability, innovativeness, brand management systems, market dynamism, competitive intensity, and performance: an integrative review
This article reviewed existing strategic management and marketing literature, and then
proposes a framework that links market-sensing capability, firm innovativeness, brand …
proposes a framework that links market-sensing capability, firm innovativeness, brand …
Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate
Faced with competitive labor markets, firms increasingly use employer branding to build a
qualified workforce and engage their employees. However, our understanding of the impact …
qualified workforce and engage their employees. However, our understanding of the impact …
Brand orientation and brand performance in SMEs: The moderating effects of social media and innovation capabilities
R Odoom, P Mensah - Management Research Review, 2019 - emerald.com
Purpose This study aims to investigate the moderating effects of innovation capabilities and
social media capabilities on the relationship between brand orientation and brand …
social media capabilities on the relationship between brand orientation and brand …
Determinants of brand performance: The role of internal branding
The importance of internal branding is growing in both academia and practice. However,
little attention has been directed toward identifying the organizational antecedents and …
little attention has been directed toward identifying the organizational antecedents and …
Employee retention: the effects of internal branding and brand attitudes in sales organizations
D Dechawatanapaisal - Personnel Review, 2018 - emerald.com
Purpose The purpose of this paper is to investigate the relationships among internal
branding, brand orientation, brand identification, brand commitment, and employees' …
branding, brand orientation, brand identification, brand commitment, and employees' …
The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets
This study examines the relation between entrepreneurial orientation and brand orientation
in industrial small and medium-sized enterprises (SMEs) and the extent to which the two …
in industrial small and medium-sized enterprises (SMEs) and the extent to which the two …
Family business branding from a signaling theory perspective: an integrative framework
Purpose This study aims to review family business branding research, elaborate a new
framework integrating family business branding and corporate brand management literature …
framework integrating family business branding and corporate brand management literature …
Market and brand-oriented schools of positioning
Purpose–The purpose of this paper is to revise the concept of positioning to differentiate
between fundamental approaches to it and chart a scheme of schools of positioning …
between fundamental approaches to it and chart a scheme of schools of positioning …
Happiness management: a culture to explore from brand orientation as a sign of responsible and sustainable production
The overarching call to action represented by the sustainable development goals (SDGs)
calls for new sustainable production and management models. Likewise, in periods of crisis …
calls for new sustainable production and management models. Likewise, in periods of crisis …