Walley, Keith; Custance, Paul; Taylor, Sam; Lindgreen, Adam - In: Journal of Business & Industrial Marketing 22 (2007) 6, pp. 383-393
Purpose – With brands being an important source of competitive advantage, knowledge of branding is needed to inform their management. After reviewing the literature, the article aims to report the findings of a case study that investigated the role of branding in the industrial purchase of...