An Inside-out Model of Retail SME Brand Orientation for an Emerging Market

Publié en ligne: 25 mars 2025

Pages: 1 - 19

Reçu: 03 oct. 2024

Accepté: 10 févr. 2025

DOI: https://doi.org/10.2478/mdke-2025-0001

Mots clés

retail SMEs, branding, brand orientation, emerging market, brand development

© 2025 Johannes WIID et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.