Exploring the Influence of Brand Innovation on Marketing Performance Using Signaling Framework and Resource-Based Theory (Rbt) Approach

AuthID
 P-015-JM9
3
Author(s)
Grigoriou, N
·
Sharma, P
Document Type
Book Chapter
Year published
2016
Published
in Developments in Marketing Science: Proceedings of the Academy of Marketing Science - Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, ISSN: 2363-6165
Pages: 813-818
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ISSN: 2363-6165
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