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Antecedents and outcomes of brand management from the perspective of resource based view (RBV) theory

Brand management requires greater emphasis on internal factors to increase brand performance. A model of antecedents and outcomes of brand management is developed in this study based on the Resource Based View (RBV) Theory. Top management emphasis on brand, corporate supportive resources and market...

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Bibliographic Details
Main Authors:	Albert Gisip, Imelda, Harun, Amran
Format:	Article
Language:	English
Published:	MCSER Publishing 2013
Subjects:	HF Commerce
Online Access:	http://eprints.uthm.edu.my/3477/ http://eprints.uthm.edu.my/3477/1/AJ%202017%20%2855%29%20Antecedents%20and%20outcomes%20of%20brand%20management.pdf

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