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Ciunova-shuleska, Anita

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Ciunova-shuleska, Anita
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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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1Modelling the Brand Performance of SMEs in a fast growing African economy: The complementary role of brand orientation and customer retention orientationOsakwe, C.N; Ciunova shuleska, Anita ; Omotoso, J.; Chovancova, M.25-дек-2015Journal Article