Auteur George Christodoulides
Documents disponibles écrits par cet auteur (3)
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Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur |Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market [...]
Article : texte imprimé
Sheena Leek, Auteur ; George Christodoulides, Auteur |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 provid[...]
Article : texte imprimé
Michaelidoua Nina, Auteur ; Theofania Siamagka Nikoletta, Auteur ; George Christodoulides, Auteur |Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizat[...]
