• 50 Citations
  • 2 h-Index
20022018
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Personal profile

Personal profile

Currently Involved in research at Charles Sturt University.

Fingerprint Dive into the research topics where Cathi McMullen is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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marketing Social Sciences
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experience Social Sciences
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Research Output 2002 2018

  • 50 Citations
  • 2 h-Index
  • 18 Conference paper
  • 8 Article
  • 1 Book
  • 1 Abstract
1 Citation (Scopus)

Taking a deliberate approach: the enactment of brand orientation in an SME context

Hodge, N. M., McMullen, C. & Kleinschafer, J., Jul 2018, In : Journal of Brand Management. 25, 4, p. 395-408 14 p.

Research output: Contribution to journalArticle

Enactment
Brand orientation
Small and medium-sized enterprises
Resources
Financial performance

Working together: Starting management study in a collaborative online space

Neher, A. & McMullen, C., 2018.

Research output: Other contribution to conferenceAbstract

Enacting brand orientation in an SME context: The role of deliberateness

Hodge, N., McMullen, C. & Kleinschafer, J., 2014, ANZMAC 2014: Agents of Change. Rundle-Thiele, K. K. S. R. & Arli, D. A. D. (eds.). Brisbane: ANZMAC, p. 136-142 7 p.

Research output: Book chapter/Published conference paperConference paper

Open Access
File
Small and medium-sized enterprises
Brand orientation

Narrating an Emerging Cross-sector Partnership: From Brand Orange to Taste Orange

McMullen, C. & Braithwaite, I., 2013, ECRM 2013 Proceedings. Ramos, I. & Mesquita, A. (eds.). Reading, UK: y Academic Conferences and Publishing International Ltd, p. 289-297 9 p.

Research output: Book chapter/Published conference paperConference paper

Open Access
File
Communication
Wine
Food
Marketing
Marketing activities