Browsing by Subject brand consistency, brand orientation, customer retention orientation, fast-growing African economy, marketing strategy, Nigeria, SMEs brand performance, variance-based structural equation modelling (PLS-SEM).
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| Preview | Title | Author(s) | Issue Date | Type |
|---|---|---|---|---|
| Modelling the Brand Performance of SMEs in a fast growing African economy: The complementary role of brand orientation and customer retention orientation | Osakwe, C.N; Ciunova shuleska, Anita ; Omotoso, J.; Chovancova, M. | 25-Dec-2015 | Journal Article |