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Brand positioning strategies for industrial firms providing customer solutions

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Analyzing the customer brand engagement model from the perspective of sellers and buyers in the B2B context

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The role of digital channels in industrial marketing communications

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How brand orientation impacts B2B service brand equity? : an empirical study among Chinese firms

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Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting

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Mastering the complementarity between marketing mix and cutomer-focused capabilities to enhance new product performance

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The effects of goods-related and service-related B2B brand images on customer loyalty

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Does brand orientation help B2B SMEs in gaining business growth?

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Brand equity in B2B services and consequences for the trade show industry

Geigenmüller, Anja; Bettis-Outland, Harriette - In: The journal of business & industrial marketing 27 (2012) 6, pp. 428-435

This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the … conceptual model of service brand equity. The paper concludes with directions for further research and managerial implications. …

Persistent link: https://www.econbiz.de/10009665522

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