Marketing capabilities: Antecedents and implications for B2B SME performance

B Merrilees, S Rundle-Thiele, A Lye - Industrial Marketing Management, 2011 - Elsevier
The study provides a new perspective on SME marketing strategies in the B2B context. Using
a resource-based view of the firm, the study develops a structural model linking marketing …

Brand orientation and market orientation—From alternatives to synergy

M Urde, C Baumgarth, B Merrilees - Journal of Business research, 2013 - Elsevier
This paper explores the interaction between brand orientation and market orientation.
Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an …

Antecedents of residents' city brand attitudes

B Merrilees, D Miller, C Herington - Journal of Business Research, 2009 - Elsevier
City branding is a relatively new area of academic research in marketing. Earlier research
focuses on city brand images and particularly the contrast in brand image between cities. …

Principles of corporate rebranding

B Merrilees, D Miller - european Journal of Marketing, 2008 - emerald.com
Purpose – The paper aims to highlight the importance of corporate rebranding in branding
practice, which is neglected in theoretical treatment, so an extended theory is to be developed…

Brand consumption and narrative of the self

S Schembri, B Merrilees… - Psychology & …, 2010 - Wiley Online Library
This study investigates how consumers use brands to construct their self. Focusing on the
consumer's experience of brands, the study interprets consumer narratives on how brand …

Customer brand co-creation behavior: conceptualization and empirical validation

C France, D Grace, B Merrilees, D Miller - Marketing intelligence & …, 2018 - emerald.com
Purpose The purpose of this paper is to expand on existing co-creation knowledge in order
to accurately conceptualize, operationalize and contextualize the customer brand co-creation …

Towards an understanding of total service quality in hotels

H Wilkins, B Merrilees, C Herington - International Journal of Hospitality …, 2007 - Elsevier
The importance of service quality for business performance has been recognized in the
literature through the direct effect on customer satisfaction and the indirect effect on customer …

A brand orientation typology for SMEs: a case research approach

HY Wong, B Merrilees - Journal of Product & Brand Management, 2005 - emerald.com
The literature on traditional brand management and strategic branding are first reviewed.
Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand‐…

E‐consumer behaviour

C Dennis, B Merrilees, C Jayawardhena… - European journal of …, 2009 - emerald.com
The primary purpose of this paper is to bring together apparently disparate and yet interconnected
strands of research and present an integrated model of e‐consumer behaviour. It has …

The performance benefits of being brand‐orientated

H Yin Wong, B Merrilees - Journal of Product & Brand Management, 2008 - emerald.com
Purpose – This paper aims to undertake an empirical study to investigate the nature and
magnitude of potential benefits that accrue to firms that have a high level of brand orientation. …