Article : texte imprimé

B2B service brand identity : scale development and validation

Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur |

Dans Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011)

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 [...]

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