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The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

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References

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1996‘Building Strong Brands’2,120 cited

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2016Multistage market segmentation: an exploration of B2B segment alignment38 cited
2017Business customers’ readiness to adopt manufacturer’s new services33 cited
2020Corporate branding and value creation for initiating and managing relationships in B2B markets27 cited
2013Context effects in the evaluation of business-to-business brand alliances25 cited
2012Business‐to‐Business Branding: A Review and Assessment of the Impact of Non‐Attribute‐Based Brand Beliefs on Buyer's Attitudinal Loyalty23 cited
2010Status quo und Besonderheiten der B-to-B-Markenführung16 cited
2015Applicability of Keller’s brand equity model in the B2B chemical market15 cited
2017Does an own-brand produce higher profitability? Evidence from Taiwan’s manufacturing firms11 cited
2021Influenced by Media Brands? A Conjoint Experiment on the Effect of Media Brands on Online Media Planners’ Decision-Making10 cited