Brand compass: charting a course to improve firm performance

Bridson, Kerrie and Evans, J. 2018, Brand compass: charting a course to improve firm performance, Journal of strategic marketing, vol. 26, no. 2, pp. 174-187, doi: 10.1080/0965254X.2016.1195861.

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Title Brand compass: charting a course to improve firm performance
Author(s) Bridson, KerrieORCID iD for Bridson, Kerrie
Evans, J.
Journal name Journal of strategic marketing
Volume number 26
Issue number 2
Start page 174
End page 187
Total pages 14
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2018
ISSN 0965-254X
Keyword(s) brand compass
market orientation
innovation orientation
Language eng
DOI 10.1080/0965254X.2016.1195861
Field of Research 150599 Marketing not elsewhere classified
1505 Marketing
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Taylor & Francis
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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