The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services
Riza Casidy, Munyaradzi W Nyadzayo, Mayoor Mohan, Brian Brown
| Year of publication: |
July 2018
|
|---|---|
| Authors: | Casidy, Riza ; Nyadzayo, Munyaradzi W. ; Mohan, Mayoor ; Brown, Brian |
| 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. 72.2018, p. 26-36
|
| Subject: | Brand sensitivity | Operational competence | Service brands | B2B branding | Professional service firms | Small and medium-sized enterprises | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | KMU | SME | Unternehmensdienstleistung | Business services | Lieferantenmanagement | Supplier relationship management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Dienstleistungssektor | Service industry | Freie Berufe | Professional services |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2018.01.021 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011887280