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B2B branding: A financial burden for shareholders? · Study

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ArticleB2B branding: A financial burden for shareholders?

Lars Ohnemus2008

Article2008

B2B branding: A financial burden for shareholders?

102 citations·0/0 files stored·Business Horizons

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

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References

1969A General Equilibrium Approach To Monetary Theory 1995Developing relationships in business networks 1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing 1993The Measurement and Determinants of Brand Equity: A Financial Approach 2001Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog 2001Corporate branding and corporate brand performance 1997Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing 2007B2B Brand Management

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Year2008

Typearticle

Published2008-12-05

VenueBusiness Horizons

ISSN-L0007-6813

Languageen

Citations102

Files0 public / 0

ShelfCorporate Identity and Reputation

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doi10.1016/j.bushor.2008.10.004

openalex_workW2076293126

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