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Building brand knowledge structures : elaboration and interference effects on the processing of sequentially advertised brand benefit
Heckler, Susan E.; Keller, Kevin Lane; Houston, Michael J. - In: Journal of marketing communications 20 (2014) 3, pp. 176-196
Persistent link: https://www.econbiz.de/10010389736
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Building strong brands in a modern marketing communications environment
Keller, Kevin Lane - In: Journal of marketing communications 15 (2009) 2/3, pp. 139-155
Persistent link: https://www.econbiz.de/10003881211
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Corporate brand identity co-creation in business-to-business contexts
Iglesias, Oriol; Landgraf, Polina; Ind, Nicholas; … - In: Industrial marketing management : the international … 85 (2020), pp. 32-43
Persistent link: https://www.econbiz.de/10012211932
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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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Industrial BRAND-personality formation in a B2B stakeholder network : a service-dominant logic approach
Kovalchuk, Marina; Gabrielsson, Mika; Rollins, Minna - In: Industrial marketing management : the international … 114 (2023), pp. 313-330
Persistent link: https://www.econbiz.de/10014433437
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How to build a conscientious corporate brand together with business partners : a case study of Unilever
Iglesias, Oriol; Mingione, Michela; Ind, Nicholas; … - In: Industrial marketing management : the international … 109 (2023), pp. 1-13
Persistent link: https://www.econbiz.de/10014282239