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Keywords: B2B branding
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Journal Articles
The strategic hybrid orientation and brand performance of B2B SMEs
Available to Purchase
Journal of Small Business and Enterprise Development (2017) 24 (3): 585–606.
Published: 29 June 2017
... of strategic hybrid orientation for branding in B2B SMEs. This study aims to contribute to existing research on SME branding by capitalizing on B2B branding and strategic management literatures. The concept of brand equity provides a holistic view on brand performance and it has been used extensively...
