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Unpacking brand management superiority: Examining the interplay of brand management capability, brand orientation and formalisation

Purpose: A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand...

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Bibliographic Details
Main Authors:	Lee, Thomas, O'Cass, A., Sok, P.
Format:	Journal Article
Published:	Emerald 2017
Online Access:	http://hdl.handle.net/20.500.11937/15779

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