Chang, Yu; Wang, Xinchun; Su, Lixun; Cui, Annie Peng - In: Journal of Business & Industrial Marketing 36 (2020) 2, pp. 324-336
Purpose: The purpose of this study is to add insights into the business-to-business (B2B) branding literature by investigating the mechanism by which brand orientation affects relational performance in the B2B context. Design/methodology/approach: A theory-based model is developed and tested...