The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness
Year of publication: |
2022
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Authors: | Nguyen Ngoc Hien ; Tran Nguyen Huynh Nhu |
Published in: |
Cogent business & management. - London : Taylor & Francis, ISSN 2331-1975, ZDB-ID 2837523-3. - Vol. 9.2022, 1, Art.-No. 2105285, p. 1-24
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Subject: | B2B enterprises | brand awareness | customers attitude | Digital marketing | purchase intention | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | B-to-B-Marketing | Business-to-business marketing | Online-Marketing | Internet marketing | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1080/23311975.2022.2105285 [DOI] hdl:10419/289104 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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