Keränen, Joona; Piirainen, Kalle A.; Salminen, Risto T. - In: Journal of Product & Brand Management 21 (2012) 6, pp. 404-417
Purpose – The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research. Design/methodology/approach – The study employs a systematic review, and identifies 73 relevant journal publications from...