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

AuthID
P-015-JM9

Author(s)

Grigoriou, N

Davcik, N

Sharma, P

Tipo de Documento

Book Chapter

Year published

2016

Publicado

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

Páginas: 813-818

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Publication Identifiers

DOI: 10.1007/978-3-319-11815-4_238

Source Identifiers

ISSN: 2363-6165

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

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

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