• Corpus ID: 168676621

Unpacking brand management superiority : examining the interplay among brand orientation and market-linking and controlling mechanisms

  title={Unpacking brand management superiority : examining the interplay among brand orientation and market-linking and controlling mechanisms},
  author={Wj Lee},
The importance of building brands with high levels of brand equity is widely acknowledged by scholars and practitioners alike. Such strong brands enable firms to generate stronger earnings and provide firms with a much stronger defensible position. Given these benefits, it is not surprising that building a strong brand remains a top priority for many businesses. However, achieving this end is not without its challenges as the industry is permeated with instances of branding failure (e.g… 
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