The progression of brand orientation literature in twenty years: A systematic literature review

Author:

Anees-ur-Rehman Muhammad,Wong Ho Yin,Hossain Mokter

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference102 articles.

1. *Ahmad, N. and Khan, D.G. (2014) The Role of Brand Orientation, Market Orientation on Strengthening Internal Brand Equity: Evidences from Banking Sector of Pakistan. Mediterranean Journal of Social Sciences 5(17): 83.

2. *Ahn, Y.J., Hyun, S.S. and Kim, I. (2015) City Residents’ perception of MICE City Brand orientation and their brand citizenship behavior: A case study of Busan, South Korea. Asia Pacific Journal of Tourism Research. doi: 10.1080/10941665.2015.1050422

3. *Anees-ur-Rehman, M. (2014) Clarifying the brand orientation construct for business-to-business sector. International Journal of Business and Management 9(12): 62–73.

4. *Apaydin, F. (2011) A proposed model of antecedents and outcomes of brand orientation for nonprofit sector. Asian Social Science 7(9): 194.

5. Atuahene-Gima, K. and Ko, A. (2001) An empirical investigation of the effect of market orientation and entrepreneurship orientation alignment on product innovation. Organization Science 12(1): 54–74.

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