The Effect of Brand Management and Product Quality on Firm Performance: The Italian Craft Brewing Sector

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

The article contributes to the limited literature on marketing strategies of microfirms operating in new niches within mature industries. The study explores the effect of brand management processes and product quality on performance of microfirms in the Italian brewing industry.
Original languageEnglish
Pages (from-to)303-325
Number of pages23
JournalJournal of Food Products Marketing
Volume2017
DOIs
Publication statusPublished - 2017

Keywords

  • brand management
  • brewing industry
  • microfirms
  • product quality

Fingerprint

Dive into the research topics of 'The Effect of Brand Management and Product Quality on Firm Performance: The Italian Craft Brewing Sector'. Together they form a unique fingerprint.

Cite this