| Titre : | Brands : just for consumers? introduction to the special issue on B2B branding (2012) |
| Auteurs : | Sheena Leek, Auteur ; George Christodoulides, Auteur |
| Type de document : | Article : texte imprimé |
| Dans : | Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011) |
| Article en page(s) : | pp.1060–1062 |
| Langues : | Anglais |
| Index. décimale : | 650 |
| Tags : | B2B branding ; brand personality ; alliance ; equity ; corporate social media |
| Résumé : | Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. |
| Note de contenu : | Industrial marketing |
| DEWEY : | 650 |
| ISSN : | 0019-8501 |
| En ligne : | http://www.sciencedirect.com/science/article/pii/S0019850111001477 |
