Antecedents and outcomes of brand management from the perspective of resource based view (RBV) theory
Brand management requires greater emphasis on internal factors to increase brand performance. A model of antecedents and outcomes of brand management is developed in this study based on the Resource Based View (RBV) Theory. Top management emphasis on brand, corporate supportive resources and market...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MCSER Publishing
2013
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/3477/1/AJ%202017%20%2855%29%20Antecedents%20and%20outcomes%20of%20brand%20management.pdf http://eprints.uthm.edu.my/3477/ https://10.5901/mjss.2013.v4n10p432 |
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