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B2B brands on Twitter : engaging users with a varying combination of social media content objectives, strategies, and tactics
Juntunen, Mari; Ismagiliova, Elvira; Oikarinen, Eeva-Liisa - In: Industrial marketing management : the international … 89 (2020), pp. 630-641
Persistent link: https://www.econbiz.de/10012291402
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Relationship marketing, orientation, brand equity and firm value : the mediating role of customer value : an emerging market perspective
Amoako, George Kofi - In: Journal of relationship marketing : innovations and … 18 (2019) 4, pp. 280-308
Persistent link: https://www.econbiz.de/10012181030
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B2B brand definition : understanding the role of brands in business and consumer markets
Pförtsch, Waldemar A.; Linder, Christian; Beuk, Frederik; … - 2007
Persistent link: https://www.econbiz.de/10009574228
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B2B services : linking service loyalty and brand equity
Rauyruen, Papassapa; Miller, Kenneth E.; Groth, Markus - In: The journal of services marketing 23 (2009) 3, pp. 175-186
Persistent link: https://www.econbiz.de/10009525757
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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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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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Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B communities
Bruhn, Manfred; Schnebelen, Stefanie; Schäfer, Daniela B. - In: Industrial marketing management : the international … 43 (2014) 1, pp. 164-176
Persistent link: https://www.econbiz.de/10010359357
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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