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B2B service brand identity and brand performance : an empirical investigation in the UK's B2B IT services sector
Coleman, Darren Andrew; De Chernatony, Leslie; … - In: European journal of marketing : EJM 49 (2015) 7/8, pp. 1139-1162
Persistent link: https://www.econbiz.de/10011338809
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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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How brand orientation impacts B2B service brand equity? : an empirical study among Chinese firms
Zhang, Jing; Jiang, Yanxin; Shabbir, Rizwan; Zhu, Miao - In: The journal of business & industrial marketing 31 (2016) 1, pp. 83-98
Persistent link: https://www.econbiz.de/10011539342
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Franchisee-based brand equity : the role of brand relationship quality and brand citizenship behavior
Nyadzayo, Munyaradzi W.; Matanda, Margaret J.; Ewing, … - In: Industrial marketing management : the international … 52 (2016), pp. 163-174
Persistent link: https://www.econbiz.de/10011447509
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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
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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
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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
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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
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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