How does brand orientation actually contribute to brand performance and does competitive intensity matter?

Citation

• Lee, W. J., O'Cass, A. & Sok, P. (2016). How does brand orientation actually contribute to brand performance and does competitive intensity matter?. The Mystique of Luxury Brands Conference 2016

Abstract

UOW Authors

•   Lee, W. Jin (Thomas)
•   O'Cass, Aron (external author)
•   Sok, Phyra (external author)

Publication Date

• 2016

Has Subject Area

• 1599 - OTHER COMMERCE, MANAGEMENT, TOURISM AND SERVICES

Citation

• Lee, W. J., O'Cass, A. & Sok, P. (2016). How does brand orientation actually contribute to brand performance and does competitive intensity matter?. The Mystique of Luxury Brands Conference 2016