A discursive framework of B2B brand legitimacy
Year of publication: |
2021
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Authors: | Gustafson, Brandon M. ; Pomirleanu, Nadia |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 93.2021, p. 22-31
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Subject: | B2B branding | Brand ecosystem | Brand legitimacy | Brand narratives | Rhetoric | Lieferantenmanagement | Supplier relationship management | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Markenartikel | Brand | Markenimage | Brand image |
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