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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

Development of new B2B venture corporate brand identity : a narrative performance approach

Törmälä, Minna; Gyrd-Jones, Richard I. - In: Industrial marketing management : the international … 65 (2017), pp. 76-85

Persistent link: https://www.econbiz.de/10011774969

The strategic hybrid orientation and brand performance of B2B SMEs

Anees-ur-Rehman, Muhammad; Saraniemi, Saila; Ulkuniemi, … - In: Journal of small business and enterprise development 24 (2017) 3, pp. 585-606

Persistent link: https://www.econbiz.de/10011777180

Increasing customer purchase intention through product return policies : the pivotal impacts of retailer brand familiarity and product categories

Jeng, Shih-Ping - In: Journal of retailing and consumer services 39 (2017), pp. 182-189

Persistent link: https://www.econbiz.de/10011747783

Strengthening B2B brands by signalling environmental sustainability and managing customer relationships

Vesal, Mahdi; Siahtiri, Vida; O'Cass, Aron - In: Industrial marketing management : the international … 92 (2021), pp. 321-331

Persistent link: https://www.econbiz.de/10012491089

An investigation of B-to-B brand value : evidence from manufacturing SMEs in Taiwan

Yieh, Kaili; Yeh, Ching-Hsuan; Tseng, Timmy H.; Wang, … - In: Journal of business-to-business marketing 25 (2018) 2, pp. 119-136

Persistent link: https://www.econbiz.de/10011873886

Applicability of Keller's brand equity model in the B2B chemical market

Sinčić Ćorić, Dubravka; Jelić, Domagoj - In: Economic research 28 (2015) 1, pp. 1006-1017

Persistent link: https://www.econbiz.de/10012221062

The role of services in creating brand loyalty for B2B manufacturers

Raddats, Chris; Roper, Stuart; Ashman, Rachel - In: Journal of business research : JBR 174 (2024), pp. 1-13

Persistent link: https://www.econbiz.de/10014549097

Markenwert von B-to-B-Marken

Baumgarth, Carsten - In: Marktorientierte Unternehmensführung : Grundkonzepte, …, (pp. 77 - 96). 2004

Persistent link: https://www.econbiz.de/10014555117

Building Brand Value in Business Markets

Chitturi, Pallavi; Mudambi, Susan M. - 2022

Academic research and business practice offer multiple strategies to increase perceived value and avoid competing on price. We develop a conceptualization of the strategic choices for building brand value in business-to-business (B2B) markets. This includes the decision regarding the source of...

Persistent link: https://www.econbiz.de/10013404728

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