Purpose – This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main...

Purpose – This paper presents the approach of a one‐to‐one relationship for branding in business‐to‐business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the...

Purpose – The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services industry. Design/methodology/approach – The paper is of a multiple‐methods research design....

Purpose – While the body of work exploring brand orientation has grown, there has been a general failure to build on extant research and generate a holistic conceptualization of brand orientation. This paper aims to develop a model of the key drivers, impediments and manifestations of brand...

Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely...

Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when considering an upscale line extension. Design/methodology/approach – A qualitative research technique was used...