Evolution, development, and communication of branding in B2B markets

Other literature type English OPEN
Seyedghorban, Zahra;
(2017)
  • Related identifiers: doi: 10.4225/03/58b363c56a71c
  • Subject: Uncategorized | b2b branding research | thesis(doctorate) | b2b brand equity | 1959.1/1281666 | ethesis-20160905-205654 | interpersonal trust | restricted access | 2016 | monash:173105 | brand representative

While, branding was traditionally viewed as having limited significance in business-to-business (B2B) markets, existing research not only acknowledges its existence, but emphasises its strategic importance in enhancing organisations’ competitive positions and financial ... View more
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