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Primer in B2B brand-building strategies with a reader practicum · Study

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ArticlePrimer in B2B brand-building strategies with a reader practicum

Mark S. Glynn2011

OA

Articlegreen2011

Primer in B2B brand-building strategies with a reader practicum

82 citations·0/0 files stored·Journal of Business Research

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 82 citations exist upstream.

References

2003Evolving to a New Dominant Logic for Marketing 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1998Market-Based Assets and Shareholder Value: A Framework for Analysis 1993The Measurement and Determinants of Brand Equity: A Financial Approach 2017Managing Business Relationships 2005The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective 1993An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty

Cited by

2011Network actors' participation in B2B SME branding 2014Brand positioning strategies for industrial firms providing customer solutions 2020The role of corporate brand image for B2B relationships of logistics service providers in China 2017Service-dominant logic and supply chain management: a systematic literature review 2015B2B service brand identity and brand performance 2017The effects of goods-related and service-related B2B brand images on customer loyalty 2016Determinants of brand relevance in a B2B service purchasing context 2016Does brand orientation help B2B SMEs in gaining business growth?

Details

Year2011

Typearticle

Published2011-04-21

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations82

Files0 public / 0

ShelfMarketing and Advertising Strategies

Identifiers

doi10.1016/j.jbusres.2011.03.010

openalex_workW1978699517

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