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

Risultato della ricerca: Contributo in rivistaArticolo in rivistapeer review

11 Citazioni (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.
Lingua originaleEnglish
pagine (da-a)303-325
Numero di pagine23
RivistaJournal of Food Products Marketing
Volume2017
DOI
Stato di pubblicazionePubblicato - 2017

Keywords

  • brand management
  • brewing industry
  • microfirms
  • product quality

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