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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

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

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

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

The effects of B2B sustainable brand positioning on relationship outcomes

Casidy, Riza; Lie, David Sugianto - In: Industrial marketing management : the international … 109 (2023), pp. 245-256

Persistent link: https://www.econbiz.de/10014282237

Role of community trust in driving brand loyalty in large online B2B communities

Sethi, Amit Rakesh; Dash, Satyabhusan; Mishra, Abhishek; … - In: The journal of business & industrial marketing 39 (2024) 2, pp. 256-272

Persistent link: https://www.econbiz.de/10014473031

Analyzing the customer brand engagement model from the perspective of sellers and buyers in the B2B context

Susanti, Vonny; Samudro, Andreas - In: The journal of business & industrial marketing 39 (2024) 2, pp. 299-317

Persistent link: https://www.econbiz.de/10014473046

The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness

Nguyen Ngoc Hien; Tran Nguyen Huynh Nhu - In: Cogent business & management 9 (2022) 1, pp. 1-24

Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...

Persistent link: https://www.econbiz.de/10014434104

The influence of a retail store manager in developing frontline employee brand relationship, service performance and customer loyalty

Jung, Jin Ho; Yoo, Jay Jaewon; Arnold, Todd J. - In: Journal of business research : JBR 122 (2021), pp. 362-372

Persistent link: https://www.econbiz.de/10012420421

Driving in-role and extra-role brand performance among retail frontline salespeople : antecedents and the moderating role of customer orientation

Hughes, Douglas E.; Richards, Keith A.; Calantone, Roger J. - In: Journal of retailing 95 (2019) 2, pp. 130-143

Persistent link: https://www.econbiz.de/10012102968