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Davcik, N. & Rundquist, J. (2012). An exploratory study of brand success: evidence from the food industry. Journal of International Food and Agribusiness Marketing. 24 (1), 91-109
N. Davcik and J. Rundquist, "An exploratory study of brand success: evidence from the food industry", in Journal of Int. Food and Agribusiness Marketing, vol. 24, no. 1, pp. 91-109, 2012
@article{davcik2012_1734635720747, author = "Davcik, N. and Rundquist, J.", title = "An exploratory study of brand success: evidence from the food industry", journal = "Journal of International Food and Agribusiness Marketing", year = "2012", volume = "24", number = "1", doi = "10.1080/08974438.2012.645747", pages = "91-109", url = "http://www.tandfonline.com/doi/full/10.1080/08974438.2012.645747" }
TY - JOUR TI - An exploratory study of brand success: evidence from the food industry T2 - Journal of International Food and Agribusiness Marketing VL - 24 IS - 1 AU - Davcik, N. AU - Rundquist, J. PY - 2012 SP - 91-109 SN - 0897-4438 DO - 10.1080/08974438.2012.645747 UR - http://www.tandfonline.com/doi/full/10.1080/08974438.2012.645747 AB - The goal of this research is to identify drivers that influence the brand success, in order to develop a more effective business strategy. An abductive theory approach is adopted and food managers from Italy and Sweden were questioned. The authors modeled the eight correlated first-order factors, using seven independent variables and the dependent variable brand success. The variance-based structural equation modeling approach (partial least square [PLS] algorithm) have been applied. This study provides insight and empirical evidence on brand success. The findings can be employed as more effective brand strategies in a sector that has been under-investigated in academic literature and practice. ER -