How brand orientation impacts B2B service brand equity? : an empirical study among Chinese firms
Jing Zhang, Yanxin Jiang, Rizwan Shabbir, Miao Zhu
| Year of publication: |
2016
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|---|---|
| Authors: | Zhang, Jing ; Jiang, Yanxin ; Shabbir, Rizwan ; Zhu, Miao |
| Published in: |
The journal of business & industrial marketing. - Bingley : Emerald Publishing Limited, ISSN 0885-8624, ZDB-ID 649550-3. - Vol. 31.2016, 1, p. 83-98
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| Subject: | Brand orientation | Empirical study | Brand equity | Chinese firms | B2B services | China | Markenführung | Brand management | Markenimage | Brand image | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Beziehungsmarketing | Relationship marketing | Empirische Methode | Empirical method |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBIM-02-2014-0041 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011539342