Indexation 650
65 Gestion et organisation de l'industrie, du commerce et de la communicationOuvrages de la bibliothèque en indexation 650 (15)
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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 [...]
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Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur |The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional s[...]
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W. Nyadzayo Munyaradzi, Auteur ; Jekanyika Matanda Margaret, Auteur ; T. Ewing Michael, Auteur |Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise [...]
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Leischnig Alexander, Auteur ; Enke Margit, Auteur |The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorp[...]
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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[...]
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Vallastera Christine, Auteur ; Lindgreen Adam, Auteur |Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditio[...]
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Sheikh Alireza, Auteur ; Lim Ming, Auteur |The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees' perception of corporate branding is very limited, particularly with respect to employees who fall ou[...]
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Li Ling-yee, Auteur |In face of mounting challenges from delocalized production, commoditized products, and escalated demand from professional buyers, providing solutions rather than selling products has been put forward in the normative literature as a promising bu[...]
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Minna Karstunen, Auteur ; Saraniemi Saila, Auteur ; Tähtinen Jaana, Auteur |This study explores how network actors participate in branding in the context of SMEs operating in business markets. Branding is conventionally seen as an internally governed process and its exposure to external influences has been generally[...]
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Castillo Francisco-Jose Molina-, Auteur ; Jimenez Daniel Jimenez-, Auteur ; Munuera-Aleman Jose-Luis, Auteur |The ability to manage existing assets and capabilities (exploitation) and the development of new capabilities (exploration) are arguably among the most relevant new product success factors. However, while exploitation-related capabilities are [...]
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Hunter Gary L., Auteur ; Gassenheimer Jule B., Auteur ; Siguaw Judy A., Auteur |Suspicion in the interorganizational relationship literature has been associated with relationship decay but this literature fails to capture the value of suspicion in maintaining relationships. The authors offer an inventory of propositions, [...]
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Herbst, Uta, Auteur ; Michael A. Merz, Auteur |To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the indus[...]
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Backhaus ,Klaus, Auteur ; Steiner, Michael, Auteur ; Lügger, Kai, Auteur |When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefit[...]
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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[...]
