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Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation

Christian Nedu Osakwe, Nikolina Palamidovska-Sterjadovska, Martin Mihajlov, Anita Ciunova-Shuleska

Marketing Intelligence & Planning (2020) 38 (7): 813–828.

https://doi.org/10.1108/MIP-07-2019-0370

Published: 04 March 2020

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