Why doesn’t our branding pay off: Optimising the effects of branding through innovation
Purpose: Recent branding failures (e.g. Kodak and Krispy Kreme) have cast considerable doubt on the widely accepted contention that to develop a strong brand, firms must continuously strive to be brand oriented or innovation oriented. This study aims to examine the curvilinear and interactive effect...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Emerald
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/46654 |