Why doesn’t our branding pay off: Optimising the effects of branding through innovation

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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...

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Bibliographic Details
Main Authors:	Lee, Thomas, O’Cass, A., Sok, P.
Format:	Journal Article
Published:	Emerald 2015
Online Access:	http://hdl.handle.net/20.500.11937/46654

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