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Consumer evaluations on brand extensions : B2B brands extended into B2C markets
Burnaz, Sebnem; Bilgin, Pinar - In: The journal of product & brand management 20 (2011) 4, pp. 256-267
Persistent link: https://www.econbiz.de/10009314023
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The influence of relationship marketing orientation on brand equity in banks
Yoganathan, Dhanushanthini; Jebrajakrithy, Charles; … - In: Journal of retailing and consumer services 26 (2015), pp. 14-22
Persistent link: https://www.econbiz.de/10011347849
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Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based
Marquardt, Adam J. - In: Industrial marketing management : the international … 42 (2013) 8, pp. 1386-1397
Persistent link: https://www.econbiz.de/10010227736
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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
Persistent link: https://www.econbiz.de/10010345206
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Unlocking the link between relationship duration and product de-listing in retail channels : the role of market orientation and brand diffusion
Gölgeci, Ismail; Malagueno, Ricardo; Fearne, Andrew P. - In: Industrial marketing management : the international … 95 (2021), pp. 5-16
Persistent link: https://www.econbiz.de/10012588287
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Branding in B2B : the value of consumer goods brands in industrial markets
Viardot, Eric - In: The journal of business & industrial marketing 32 (2017) 3, pp. 337-346
Persistent link: https://www.econbiz.de/10011662254
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Analysis of the role of brand orientation in brand performance in B2B firms
Retno, S. L. - In: Understanding digital industry : proceedings of the …, (pp. 24-26). 2020
Persistent link: https://www.econbiz.de/10012224744
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The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets : a text based analysis
Mishra, Sagarika; Ewing, Michael; Pitt, Leyland F. - In: Industrial marketing management : the international … 87 (2020), pp. 264-275
Persistent link: https://www.econbiz.de/10012285184
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Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers
Casidy, Riza; Wymer, Walter; O'Cass, Aron - In: Tourism management : research, policies, practice 66 (2018), pp. 72-84
Persistent link: https://www.econbiz.de/10011813817
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Push and pull strategies by component suppliers when OEMs can produce the component in-house : the roles of branding in a supply chain
Zhang, Chuang; Fang, Dalu; Yang, Xiaotong; Zhang, Xubing - In: Industrial marketing management : the international … 72 (2018), pp. 99-111
Persistent link: https://www.econbiz.de/10011887289