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Brand awareness in business markets : when is it related to firm performance?

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When do B2B brands influence the decision making of organizational buyers? : an examination of the relationship between purchase risk and brand sensitivity

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Brands: just for consumers? : introduction to the special issue on B2B branding

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Brand positioning strategies for industrial firms providing customer solutions

Jalkala, Anne Maarit; Keränen, Joona - In: The journal of business & industrial marketing 29 (2014) 3, pp. 253-264

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Drivers of B2B brand strength : insights from an international study across industries

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Brand switching of high-technology capital products : how product features dictate the switching decision

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Franchisee-based brand equity : the role of brand relationship quality and brand citizenship behavior

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When do B2B Brands Influence the Decision-Making of Organizational Buyers? An Examination of the Relationship between Purchase Risk and Brand Sensitivity

Brown, Brian - 2011

to propose that risk and brand sensitivity relate in a U-shaped manner where brand sensitivity is highest in relatively …, the findings reveal that the risk-brand sensitivity relationship is moderated by competitive intensity such that the …

Persistent link: https://www.econbiz.de/10013129964

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

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Investigating firm level drivers of salesperson brand identification

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