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A brand orientation typology for SMEs: a case research approach

โœ Scribed by Yin Wong, Ho; Merrilees, Bill

Book ID
121724718
Publisher
Emerald Group Publishing Limited
Year
2005
Tongue
English
Weight
124 KB
Volume
14
Category
Article
ISSN
1061-0421

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## Abstract Some charity organisations are turning to charity brand status, not only in terms of a name and logo but more importantly in terms of communicating value and meaning to their stakeholders. Brand orientation is described in this paper as the extent to which charity organisations regard t