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Marketing capabilities : antecedents and implications for B2B SME performance
Merrilees, Bill; Rundle-Thiele, Sharyn; Lye, Ashley - In: Industrial marketing management : the international … 40 (2011) 3, pp. 368-375
Persistent link: https://www.econbiz.de/10008991586
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MINI-lovers, maxi-mouths : an investigation of antecedents to eWOM intention among brand community members
Yeh, Yi-hsin; Choi, Sejung Marina - In: Journal of marketing communications 17 (2011) 3, pp. 145-162
Persistent link: https://www.econbiz.de/10009261667
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The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets
Reijonen, Helen; Hiroven, Saku; Nagy, Gábor; … - In: Industrial marketing management : the international … 51 (2015), pp. 35-46
Persistent link: https://www.econbiz.de/10011422706
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Manufacturer's retailer dependence : a private branding perspective
Kim, Daekwan; Jung, Gang Ok; Park, Hyo Hyun - In: Industrial marketing management : the international … 49 (2015), pp. 95-104
Persistent link: https://www.econbiz.de/10011373943
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Unintended effects of incentivizing consumers to recommend a favorite brand
Anghelcev, George - In: Journal of marketing communications 21 (2015) 3, pp. 210-223
Persistent link: https://www.econbiz.de/10011376491
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Word-of-mouth marketing influence on offline and online communications : evidence from case study research
Groeger, Lars; Buttle, Francis A. - In: Journal of marketing communications 20 (2014) 1/2, pp. 21-41
Persistent link: https://www.econbiz.de/10010243432
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Brand architecture strategy and firm value : how leveraging, separating, and distancing the corporate brand affects risk and returns
Hsu, Liwu; Fournier, Susan; Srinivasan, Shuba - In: Journal of the Academy of Marketing Science 44 (2016) 2, pp. 261-280
Persistent link: https://www.econbiz.de/10011453234
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How does consumer engagement evolve when brands post across multiple social media?
Unnava, Vasu; Aravindakshan, Ashwin - In: Journal of the Academy of Marketing Science 49 (2021) 5, pp. 864-881
Persistent link: https://www.econbiz.de/10012614772
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The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets : a text based analysis
Mishra, Sagarika; Ewing, Michael; Pitt, Leyland F. - In: Industrial marketing management : the international … 87 (2020), pp. 264-275
Persistent link: https://www.econbiz.de/10012285184
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Market orientation, positioning strategy and brand performance
Iyer, Pramod; Davari, Arezoo; Zolfagharian, Mohammadali; … - In: Industrial marketing management : the international … 81 (2019), pp. 16-29
Persistent link: https://www.econbiz.de/10012107673