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The moderating effect of brand strength in manufacturer-reseller relationships
Glynn, Mark S. - In: Industrial marketing management : the international … 39 (2010) 8, pp. 1226-1233
Persistent link: https://www.econbiz.de/10008807164
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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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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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Branding in B2B : the value of consumer goods brands in industrial markets
Viardot, Eric - In: The journal of business & industrial marketing 32 (2017) 3, pp. 337-346
Persistent link: https://www.econbiz.de/10011662254
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Analysis of the role of brand orientation in brand performance in B2B firms
Retno, S. L. - In: Understanding digital industry : proceedings of the …, (pp. 24-26). 2020
Persistent link: https://www.econbiz.de/10012224744
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The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets : a text based analysis
Mishra, Sagarika; Ewing, Michael; Pitt, Leyland F. - In: Industrial marketing management : the international … 87 (2020), pp. 264-275
Persistent link: https://www.econbiz.de/10012285184
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Push and pull strategies by component suppliers when OEMs can produce the component in-house : the roles of branding in a supply chain
Zhang, Chuang; Fang, Dalu; Yang, Xiaotong; Zhang, Xubing - In: Industrial marketing management : the international … 72 (2018), pp. 99-111
Persistent link: https://www.econbiz.de/10011887289
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How multiple strategic orientations impact brand equity of B2B SMEs
Anees-ur-Rehman, Muhammad; Johnston, Wesley James - In: Journal of strategic marketing 27 (2019) 8, pp. 730-750
Persistent link: https://www.econbiz.de/10012202790
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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