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Drivers of B2B brand strength : insights from an international study across industries
Lennartz, Eric M.; Fischer, Marc; Krafft, Manfred; … - In: Schmalenbach business review : sbr 67 (2015) 1, pp. 114-137
Persistent link: https://www.econbiz.de/10010471712
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Franchising brand benefits : an integrative perspective
Ghantous, Nabil; Christodoulides, George - In: Industrial marketing management : the international … 91 (2020), pp. 442-454
Persistent link: https://www.econbiz.de/10012422299
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A discursive framework of B2B brand legitimacy
Gustafson, Brandon M.; Pomirleanu, Nadia - In: Industrial marketing management : the international … 93 (2021), pp. 22-31
Persistent link: https://www.econbiz.de/10012501933
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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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The role of corporate brand image for B2B relationships of logistics service providers in China
Balmer, John M. T.; Lin, Zhibin; Chen, Weifeng; He, Xinming - In: Journal of business research : JBR 117 (2020), pp. 850-861
Persistent link: https://www.econbiz.de/10012288105
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Multiple stakeholders and B2B branding in emerging markets
Tarnovskaya, Veronika; Biedenbach, Galina - In: Qualitative market research : an international journal 19 (2016) 3, pp. 287-309
Persistent link: https://www.econbiz.de/10011598472
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Perceived globalness and localness in B2B brands : a co-branding perspective
Mohan, Mayoor; Brown, Brian P.; Sichtmann, Christina; … - In: Industrial marketing management : the international … 72 (2018), pp. 59-70
Persistent link: https://www.econbiz.de/10011887285
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Development of new B2B venture corporate brand identity : a narrative performance approach
Törmälä, Minna; Gyrd-Jones, Richard I. - In: Industrial marketing management : the international … 65 (2017), pp. 76-85
Persistent link: https://www.econbiz.de/10011774969