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ArticleCo-branding on industrial markets

Anders Bengtsson2005

Article2005

Co-branding on industrial markets

Anders Bengtsson · Per Servais

169 citations·0/0 files stored·Industrial Marketing Management

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Business Strategy and Innovation

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References

1995Building Strong Brands 1994Dyadic Business Relationships within a Business Network Context 1996‘Building Strong Brands’2005The new strategic brand management: creating and sustaining brand equity long term 1980The Development of Buyer‐Seller Relationships in Industrial Markets 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes 1967Industrial buying and creative marketing 1998Network Positions and Propensities to Collaborate: An Investigation of Strategic Alliance Formation in a High-Technology Industry

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2015Building industrial brand equity by leveraging firm capabilities and co-creating value with customers 2014Know Yourself and Know Your Enemy: An Analysis of Firm Recommendations and Consumer Reviews in a Competitive Environment1 2019Corporate brand identity co-creation in business-to-business contexts 2010How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach 2020Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future

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Year2005

Typearticle

Published2005-08-04

VenueIndustrial Marketing Management

ISSN-L0019-8501

Languageen

Citations169

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/j.indmarman.2005.06.004

openalex_workW2026036261

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2015Advancing theory and knowledge in the business-to-business branding literature

2011B2B service brand identity: Scale development and validation

2011What factors influence buying center brand sensitivity?