Market orientation and brand performance in Small and Medium Enterprises (SMES) in Malaysia context / Imelda Albert Gisip... [et al.]

• Main Authors: Albert Gisip, Imelda (Author), Dawayan, Cynthia (Author), Ambad, Nabila Azwa (Author), David, Jasmine (Author), Olaybal, Delia L. (Author)
• Formato: Livro
• Publicado em: UiTM Cawangan Johor, 2019.
• Assuntos: Article; PeerReviewed
• Acesso em linha: Link Metadata

The focus of this study is to examine the impact of market orientation on brand performance of the Small Medium Enterprises (SMEs) in Malaysia context. Market orientation is identified as antecedent and critical for brand management success. This study is set as a cross sectional and quantitative st...