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Role of community trust in driving brand loyalty in large online B2B communities

Sethi, Amit Rakesh; Dash, Satyabhusan; Mishra, Abhishek; … - In: The journal of business & industrial marketing 39 (2024) 2, pp. 256-272

Persistent link: https://www.econbiz.de/10014473031

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

Susanti, Vonny; Samudro, Andreas - In: The journal of business & industrial marketing 39 (2024) 2, pp. 299-317

Persistent link: https://www.econbiz.de/10014473046

Managing customer reactions to brand deletion in B2B and B2C contexts

Shah, Purvi - In: Journal of retailing and consumer services 57 (2020), pp. 1-11

Persistent link: https://www.econbiz.de/10012305309

Extending B2B brands into the B2C market : whether, when, and how brands should emphasize B2B industry background

Zhou, Zhimin; Ding, Yi; Feng, Wenting; Ke, Nianman - In: Journal of business research : JBR 130 (2021), pp. 364-375

Persistent link: https://www.econbiz.de/10012544812

Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

Vesal, Mahdi; Siahtiri, Vida; O'Cass, Aron - In: Industrial marketing management : the international … 92 (2021), pp. 321-331

Persistent link: https://www.econbiz.de/10012491089

The role of retail equity, value and relational benefits in building B2B relationships in retailing

Gil Saura, Irene; Ruiz-Molina, M. Eugenia; Berenguer … - In: Journal of relationship marketing : innovations and … 19 (2020) 4, pp. 253-286

Persistent link: https://www.econbiz.de/10012312405

The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness

Nguyen Ngoc Hien; Tran Nguyen Huynh Nhu - In: Cogent business & management 9 (2022) 1, pp. 1-24

Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...

Persistent link: https://www.econbiz.de/10014434104

A longitudinal study of B2B customer engagement in LinkedIn : the role of brand personality

Mora Cortez, Roberto; Ghosh Dastidar, Ayan - In: Journal of business research : JBR 145 (2022), pp. 92-105

Persistent link: https://www.econbiz.de/10013197884

Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media

Deng, Qi; Wang, Yun; Rod, Michel; Ji, Shaobo - In: Industrial marketing management : the international … 99 (2021), pp. 1-15

Persistent link: https://www.econbiz.de/10013206382

The effects of B2B sustainable brand positioning on relationship outcomes

Casidy, Riza; Lie, David Sugianto - In: Industrial marketing management : the international … 109 (2023), pp. 245-256

Persistent link: https://www.econbiz.de/10014282237