Yang, Chih-Hai; Tsou, Meng-Wen - In: Journal of Business & Industrial Marketing 32 (2017) 7, pp. 925-936
Purpose This study aims to investigate the determinants of own-branding strategy and whether branding contributes to higher profitability among industrial firms. Building a strong brand can be a source of competitive advantage. However, brands may not be equally important to all firms,...