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Brand equity in the business-to-business market · Study

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ArticleBrand equity in the business-to-business market

Mike T. Bendixen2003

Article2003

Brand equity in the business-to-business market

Mike T. Bendixen · Kalala A. Bukasa · Russell Abratt

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

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 416 citations exist upstream.

References

1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1970Marketing Research 1991Managing brand equity : capitalizing on the value of a brand name.1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1996‘Building Strong Brands’2000Brands and brand equity: definition and management 1978Research for Marketing Decisions

Cited by

2011Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands 2008Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment 2014Business to business digital content marketing: marketers’ perceptions of best practice 2010Marketing capabilities: Antecedents and implications for B2B SME performance 2010Brand awareness in business markets: When is it related to firm performance?2004Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R 2010A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector 2010How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting

Details

Year2003

Typearticle

Published2003-12-02

VenueIndustrial Marketing Management

ISSN-L0019-8501

Languageen

Citations416

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

Identifiers

doi10.1016/j.indmarman.2003.10.001

openalex_workW2030946459

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