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Identitätsbasierte Markenführung im Investitionsgüterbereich : Management und Wirkungen von Marke-Kunde-Beziehungen

Krause, Juliane - 2013

Im Konsumgüterbereich sind emotionale Werte wie Marke-Kunde-Beziehungen ein erfolgreiches Instrument zur nachhaltigen Differenzierung vom Wettbewerb. Da organisationale Entscheider in der Regel über ein tief verankertes rationales Selbstbild verfügen, stellt sich die Frage, ob dies...

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Reinventing a business model in industrial networks : implications for customers' brand perceptions

Spieth, Patrick; Röth, Tobias; Meissner, Svenja - In: Industrial marketing management : the international … 83 (2019), pp. 275-287

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Service brand avoidance in business-to-business relationships

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Buyer loyalty in business markets : can the firm and salesperson get what they truly desire?

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Blurring B2C and B2B boundaries : corporate brand value co-creation in B2B2C markets

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Strategic management of product and brand extensions : extending corporate brands in B2B vs. B2C markets

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Enhancing firm performance : the role of brand orientation in business-to-business marketing

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The impact of relational versus technological resources on e-loyalty : a comparative study between local, national and foreign branded banks

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Brand worlds : introducing experiential marketing to B2B branding

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