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Exploring the influence of brand innovation on marketing performance using signaling framework and resource-based theory (RBT) approach

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Authors
Grigoriou, N.
Davcik, N.
Sharma, Piyush
Date
2016
Type
Conference Paper

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Citation
Grigoriou, N. and Davcik, N. and Sharma, P. 2014. Exploring the influence of brand innovation on marketing performance using signaling framework and resource-based theory (RBT) approach. In 2014 Academy of Marketing Science (AMS) Annual Conference: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 21-23 May 2014, Indianapolis, IN.
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2014 Academy of Marketing Science (AMS) Annual Conference: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
DOI
Faculty
Faculty of Business and Law
School
School of Marketing
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