References

• 1972Principles of Marketing5,598 cited
• 2002Branding importance in business-to-business markets498 cited
• 2007B2B Brand Management289 cited
• 2008An application of Keller's brand equity model in a B2B context239 cited
• 2011When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity143 cited
• 2007El efecto país: cuándo capitalizar el origen de una marca en los mercados globales50 cited
• 2008Connective Branding: Building Brand Equity in a Demanding World36 cited
• 2009Perspectives on Branding17 cited

Cited by

No citing works inside the corpus for this window.