Hutchins, Jennifer; Rodriguez, Darlene Xiomara - In: Journal of Business & Industrial Marketing 33 (2018) 1, pp. 117-125
Purpose: The purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond...