An investigation of B-to-B brand value : evidence from manufacturing SMEs in Taiwan
Year of publication: |
April-June 2018
|
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Authors: | Yieh, Kaili ; Yeh, Ching-Hsuan ; Tseng, Timmy H. ; Wang, Yi-Shun ; Wu, Yu-Ting |
Published in: |
Journal of business-to-business marketing. - London [u.a.] : Routledge, Taylor and Francis Group, ISSN 1051-712X, ZDB-ID 1121779-0. - Vol. 25.2018, 2, p. 119-136
|
Subject: | B-to-B brand value | functional value | emotional value | analytic hierarchy process (AHP) approach | cluster analysis | small-and medium-sized enterprises (SMEs) | industrial marketing | business marketing | KMU | SME | Markenführung | Brand management | AHP-Verfahren | AHP approach | Taiwan | Betriebliche Wertschöpfung | Value creation | Markenimage | Brand image | B-to-B-Marketing | Business-to-business marketing | Industrie | Manufacturing industries | Lieferantenmanagement | Supplier relationship management |
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