A brand orientation typology for SMEs: a case research approach

Wong, Ho Yin and Merrilees, Bill 2005, A brand orientation typology for SMEs: a case research approach, Journal of product and brand management, vol. 14, no. 3, pp. 155-162, doi: 10.1108/10610420510601021.

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Title A brand orientation typology for SMEs: a case research approach
Author(s) Wong, Ho YinORCID iD for Wong, Ho Yin orcid.org/0000-0002-2461-650X
Merrilees, Bill
Journal name Journal of product and brand management
Volume number 14
Issue number 3
Start page 155
End page 162
Total pages 13
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2005
ISSN 1061-0421
Keyword(s) brand management
brand identity
small to medium-sized enterprises
case studies
Language eng
DOI 10.1108/10610420510601021
Field of Research 1505 Marketing
1503 Business And Management
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2005, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30100455

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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