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Brands / Sheena Leek in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Titre : Brands : just for consumers? introduction to the special issue on B2B branding Type de document : texte imprimé Auteurs : Sheena Leek, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp.1060–1062 Langues : Anglais (eng) Mots-clés : B2B  branding;  brand  personality;  brand  alliance;  brand  equity;  corporate  branding;  social  media Index. décimale : 650 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 [article] Brands : just for consumers? introduction to the special issue on B2B branding [texte imprimé] / Sheena Leek, Auteur ; George Christodoulides, Auteur . - 2012 . - pp.1060–1062. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Mots-clés : B2B  branding;  brand  personality;  brand  alliance;  brand  equity;  corporate  branding;  social  media Index. décimale : 650 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