Brand Orientation: conceptual extension, scale development and validation

Lamprini Piha; Karolos Papadas; Vasileios Davvetas

doi:10.1016/j.jbusres.2021.05.023

Brand Orientation: conceptual extension, scale development and validation

Lamprini Piha, Karolos Papadas, Vasileios Davvetas

The York Management School

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	203-222
Journal	JOURNAL OF BUSINESS RESEARCH
Volume	134
Early online date	29 May 2021
DOIs	https://doi.org/10.1016/j.jbusres.2021.05.023
Publication status	Published - Sept 2021

Bibliographical note

Keywords

brand orientation
scale development
marketing department power
market orientation

Access to Document

10.1016/j.jbusres.2021.05.023

Manuscript_without author details_Brand Orientation
© 2021 Elsevier Inc. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy.
Accepted author manuscript, 181 KBLicence: CC BY-NC-ND

Cite this

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author = "Lamprini Piha and Karolos Papadas and Vasileios Davvetas",

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AU - Papadas, Karolos

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