Evolution, development, and communication of branding in B2B markets

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

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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