Narrow search
Showing 1 - 10 of 42,624
Cover Image
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
Cover Image
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
Cover Image
Strategic management of product and brand extensions : extending corporate brands in B2B vs. B2C markets
Liu, Yeyi; Foscht, Thomas; Eisingerich, Andreas B; … - In: Industrial marketing management : the international … 71 (2018), pp. 147-159
Persistent link: https://www.econbiz.de/10011871433
Cover Image
Best-Practice-Beispiel für die Markenführung von Industriegütern
Nuneva, Adriana M.; Jensen, Stefanie - In: Kommunikation und Krise : wie Entscheider die …, (pp. 151-168). 2009
Persistent link: https://www.econbiz.de/10014563681
Cover Image
Buyer perceptions of corporate brand extension attractiveness and fit in B2B services
Sarasvuo, Sonja; Liljander, Veronica; Haahtela, Kari - In: Industrial marketing management : the international … 115 (2023), pp. 69-85
Persistent link: https://www.econbiz.de/10014454778
Cover Image
Impact of luxury brand retailer co-branding strategy on potential customers : a cross-cultural study
Wang, Shih-Ching; Soesilo, Primidya K.; Zhang, Dan - In: Journal of international consumer marketing 27 (2015) 3, pp. 237-252
Persistent link: https://www.econbiz.de/10011306309
Cover Image
Expanding the boundary of brand extensions through brand relationship quality
Arikan, Esra; Yılmaz, Çengiz; Bodur, Muzaffer - In: Journal of business economics and management 17 (2016) 6, pp. 930-944
Persistent link: https://www.econbiz.de/10011625922
Cover Image
A model of product-to-service brand extension success factors in B2B buying contexts
Brown, Brian; Sichtmann, Christina; Musante, Michael - In: The journal of business & industrial marketing 26 (2011) 3, pp. 202-210
Persistent link: https://www.econbiz.de/10009010139
Cover Image
Markenerweiterungen : eine empirische Analyse bei ausgewählten Dienstleistungsunternehmen
Meier-Bickel, Thomas - 2006
Persistent link: https://www.econbiz.de/10003326423
Cover Image
Rückwirkungen von Markentransfers auf die Muttermarke : Messmethoden und empirische Befunde
Kaufmann, Gwen - 2006 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003335975