Ozdemir, Sena; Gupta, Suraksha; Foroudi, Pantea; … - In: Qualitative Market Research: An International Journal 23 (2020) 4, pp. 627-661
Purpose: This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the...