Gupta, Suraksha; Melewar, T.C.; Bourlakis, Michael - In: Journal of Business & Industrial Marketing 25 (2010) 5, pp. 395-403
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...