Review paper
The progression of brand orientation literature in twenty years: A systematic literature review
Abstract
This study reviews the progress of brand orientation literature in twenty years. A systematic literature review approach has been applied in this study. Four major publication databases have been used to extract pertinent articles for the review purpose. Four major areas in the literature have been examined: publication activity, integration of brand orientation, research design, and contribution of empirical findings. Based on the synthesis of...
Paper Details
Title
The progression of brand orientation literature in twenty years: A systematic literature review
Published Date
Sep 6, 2016
Journal
Volume
23
Issue
6
Pages
612 - 630
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