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The power of emotion: Brand communication in business-to-business markets · Study

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ArticleThe power of emotion: Brand communication in business-to-business markets

Joanne Lynch2004

Article2004

The power of emotion: Brand communication in business-to-business markets

Joanne Lynch · Leslie de Chernatony

355 citations·0/0 files stored·Journal of Brand Management

No readable copy stored yet — this record is metadata only.

Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 355 citations exist upstream.

References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1984Strategic Market Management 1998A Communication-Based Marketing Model for Managing Relationships 2000A Rose by Any Name? The Values Construct 1990Adaptive Selling: Conceptualization, Measurement, and Nomological Validity 1973Organizational Buying Behavior 1989Marketing Concepts and Strategies 2003Creating powerful brands in consumer, service and industrial markets

Cited by

2011Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands 2011The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan 2013Corporate social responsibility, firm reputation, and firm performance: The role of ethical leadership 2016What messages to post? Evaluating the popularity of social media communications in business versus consumer markets 2018Consumer's response to CSR activities: Mediating role of brand image and brand attitude 2014Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications 2005Finding sources of brand value: Developing a stakeholder model of brand equity 2010A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

Details

Year2004

Typearticle

Published2004-05-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations355

Files0 public / 0

ShelfMarketing and Advertising Strategies

Identifiers

doi10.1057/palgrave.bm.2540185

openalex_workW2048826347

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