Purpose – The purpose of this paper is to design and test a model for the internal anchorage of a business‐to‐business brand via corporate brand orientation. Design/methodology/approach – Data from 261 usable responses to a questionnaire distributed in the German business‐to‐business...

Purpose – This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business‐to‐business marketing. Design/methodology/approach...

Purpose This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to...