Brand theory has its origins in the consumer product market and is normally considered in relation to big business. An established brand enables customers to save time by guaranteeing the level of quality, reducing purchasing risk and simplifying customer choices. Little research, however, has...

Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...

This essay consists of a review of three books on Brand Management. The books are reviewed with the purpose of arriving at an approach for b2b branding. The three authors Travis, Davis and Aaker show different approaches to branding. Travis is anecdotal, Aaker is conceptual and Davis adopts a...

Academic research and business practice offer multiple strategies to increase perceived value and avoid competing on price. We develop a conceptualization of the strategic choices for building brand value in business-to-business (B2B) markets. This includes the decision regarding the source of...

All economic action is embedded in social contexts (Granovetter 1985). However, contingent work practices make work relations more episodic, transient and marketlike. They produce dislocated and time-space spanning social contexts and, therefore, contribute to what Giddens (1990) has called the...