Drivers of B2B brand strength : insights from an international study across industries
Year of publication: |
2015
|
---|---|
Authors: | Lennartz, Eric M. ; Fischer, Marc ; Krafft, Manfred ; Peters, Kay |
Published in: |
Schmalenbach business review : sbr. - Cham : Springer, ISSN 1439-2917, ZDB-ID 2000981-1. - Vol. 67.2015, 1, p. 114-137
|
Subject: | Brand Associations | Brand Strengths | Business-to-Business Markets | Country Effects | Industry Effects | Markenführung | Brand management | Markenimage | Brand image | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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