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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

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

Servbrand framework : a business-to-business services brand equity framework

Steenkamp, Pieter; Herbst, Frederick Jacobus; De … - In: Journal of business-to-business marketing 27 (2020) 1, pp. 55-69

Persistent link: https://www.econbiz.de/10012196334

National brand's local advertising and wholesale-price incentive under prior versus no prior information

Amrouche, Nawel; Yan, Ruiliang - In: Industrial marketing management : the international … 64 (2017), pp. 161-174

Persistent link: https://www.econbiz.de/10011738518

Mutual value creation in component co-branding relationships

Cassia, Fabio; Magno, Francesca; Ugolini, Marta - In: Management decision : MD 53 (2015) 8, pp. 1883-1898

Persistent link: https://www.econbiz.de/10011406980

A Roadmap for Branding Industrial Markets

Keller, Kevin Lane; Webster, Frederick - 2004

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this...

Persistent link: https://www.econbiz.de/10014072268

Branding Principles - Application to Business-to-Business Branding

Moorthi, Y.L.R - 2012

This essay consists of a review of three books on Brand Management. The books are reviewed with the purpose of arriving … Aaker5 s brand identity framework and the principles of b2b marketing. High value b2b purchases are typically made by a …, 1972). The expectations from the brand are different for different roles and these expectations are specifically taken into …

Persistent link: https://www.econbiz.de/10014164828

When do B2B Brands Influence the Decision-Making of Organizational Buyers? An Examination of the Relationship between Purchase Risk and Brand Sensitivity

Brown, Brian - 2011

to propose that risk and brand sensitivity relate in a U-shaped manner where brand sensitivity is highest in relatively …, the findings reveal that the risk-brand sensitivity relationship is moderated by competitive intensity such that the …

Persistent link: https://www.econbiz.de/10013129964

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

Strategic B2B brand activism : building conscientious purpose for social impact

Kapitan, Sommer; Kemper, Joya A.; Vredenburg, Jessica; … - In: Industrial marketing management : the international … 107 (2022), pp. 14-28

Persistent link: https://www.econbiz.de/10014230631