Similar Search Results

Die Macht der Marken. Geschichte und Gegenwart.

Schütz, Petra - 2001

missing. For instance there is not yet a thorough definition of the term brand. This paper therefore tries to holistically … describe what characterizes the 'brand' phenomenon. A thorough look into history is crucial for a better understanding of the … brands, which reflects the main traits of the brand character as well als its complex interactions within and with its …

Persistent link: https://www.econbiz.de/10009450179

A Framework for the Selection of Electronic Marketplaces: A Content Analysis Approach

Stockdale, Rosemary; Standing, Craig - 2002

Although there has recently been an increased practitioner and media focus on electronic marketplaces, there still remains confusion over the advantages of participation. As a consequence organisations are finding difficulty in developing strategies, policies and procedures in relation to the...

Persistent link: https://www.econbiz.de/10009440845

Perceived environmental uncertainty's effect on commitment in business-to-business channels

Harrison, Jennifer L; Kelly, Stephen J - 2010

Purpose: The purpose of this paper is to test the null hypothesis that there is no significant association between perceived environmental uncertainty (PEU) and a three component conceptualisation of commitment. Design/methodology/approach: Data were collected from owner/managers of community...

Persistent link: https://www.econbiz.de/10009475209

Measuring attitudinal commitment in business-to-business channels

Kelly, Stephen J - 2004

While organizational behaviourists have largely adopted a three-component conceptualisation of attitudinal commitment, marketers continue exclusively to apply one- or two-component models. In this paper, the reliability and validity of one-, two- and three-component models of commitment are...

Persistent link: https://www.econbiz.de/10009475212

Marketing activities of companies in the educational software sector

Jones, Rosalind; Rowley, Jennifer - 2009

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Qualitative Market Research: An International Journal, published by and copyright Emerald Group Publishing Limited.

Persistent link: https://www.econbiz.de/10009455100

International internet marketing: A triangulation study of drivers and barriers in the business-to-business context in the United Kingdom

Eid, Riyad - 2005

Metadata only

Persistent link: https://www.econbiz.de/10009458948

Making Business-to-Business International Internet Marketing Effective: A Study of Critical Factors Using a Case-Study Approach

Eid, Riyad; Elbeltagi, Ibraheem; Zairi, Mohamed - 2006

The recent phenomenal growth in business activities dependent on the Internet has demonstrated that various potential advantages could be derived from using information and communication technology platforms. The Internet has enabled firms to reach out to global markets and has provided them...

Persistent link: https://www.econbiz.de/10009458952

Boundary conditions to business relationships in China: The case of selling wine in China

Beverland, M - 2009

business relationships may undermine brand equity and growth strategies. Research limitations/implications ? The four boundary …

Persistent link: https://www.econbiz.de/10009481841

An application of Keller?s brand equity model in a B2B context

Kuhn, Kerri-Ann; Alpert, F.; Pope, N. - 2008

-to-business (B2B) branding does not exist, nor has there been a thoroughempirical study of the applicability of a full brand … equitymodel in a B2B context. This paper aims to discuss the suitability and limitations of Keller?s customer-based brand equity … amongst organisational buyers there is a much greater emphasis on the selling organisation, including its corporate brand …

Persistent link: https://www.econbiz.de/10009483370

What?s in a handshake? Exploring business-to-business relational exchange

Newman, Anouche; Lings, Ian; Lee, Nick - 2005

Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a wide range of industries to explain the...

Persistent link: https://www.econbiz.de/10009483372