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B2B branding: A financial burden for shareholders?
14 references·16 citing·52 second hop
B2B branding: A financial burden for shareholders? (2008)B2B branding: A financial burden for shar…Business Market Management (2010)Business Market ManagementB2B Brand Management (2007)B2B Brand ManagementBrand metrics: Gauging and linking brands with business performance (2004)Brand metrics: Gauging and li…Measuring network competence: some international evidence (2002)Measuring network competence:…Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog (2001)Corporate identity, corporate…Corporate branding and corporate brand performance (2001)Corporate branding and corpor…Business Market Management: (1999)Business Market Management:Exploring the Brand Value-Shareholder Value Nexus for Consumer Goods Companies (1998)Exploring the Brand Value-Sha…Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing (1997)Keynote paper From marketing …Developing relationships in business networks (1995)Developing relationships in b…From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing (1994)From Marketing Mix to Relatio…The Measurement and Determinants of Brand Equity: A Financial Approach (1993)The Measurement and Determina…Managing the most important assets: Brand equity (1992)Managing the most important a…A General Equilibrium Approach To Monetary Theory (1969)A General Equilibrium Approac…You or an imposter? How to protect brand identity in a business-to-business context? (2023)You or an imposter? How to pr…Organizational climate in B2B: A systematic literature review and future research directions (2022)Organizational climate in B2B…Tobin’s Q approximation as a metric of firm performance: an empirical evaluation (2021)Tobin’s Q approximation as a …Payment choice of M&As: Financial crisis and social innovation (2021)Payment choice of M&As: Finan…Enhancing customer-linking marketing capabilities using marketing analytics (2020)Enhancing customer-linking ma…B2B brand orientation, relationship commitment, and buyer-supplier relational performance (2020)B2B brand orientation, relati…How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size (2019)How does corporate learning o…Exploring brand management strategies in Chinese manufacturing industry (2019)Exploring brand management st…Unit pricing and its implications for B2B marketing research (2018)Unit pricing and its implicat…Push and pull strategies by component suppliers when OEMs can produce the component in-house: The roles of branding in a supply chain (2018)Push and pull strategies by c…Interactive Network Branding (2018)Interactive Network BrandingImpact of positioning strategies on franchise fee structure (2018)Impact of positioning strateg…Branding in B2B: the value of consumer goods brands in industrial markets (2017)Branding in B2B: the value of…Social media brand building strategies in B2B companies (2016)Social media brand building s…Aligning Company and Dealer Perspectives in Corporate Branding: Implications for Dealer Satisfaction and Commitment (2014)Aligning Company and Dealer P…Service brand identity: definition, measurement, dimensionality and influence on brand performance (2011)Service brand identity: defin…The Nature of the Firm (1937)Economic Action and Social Structure: The Problem of Embeddedness (1985)”Coopetition” in Business Networks—to Cooperate and Compete Simultaneously (2000)The strategic impact of external networks: subsidiary performance and competence development in the multinational corporation (2002)Firm resources and sustained competitive advantage (2004)Sustainable supply chain management and inter‐organizational resources: a literature review (2009)Industrial buying and creative marketing (1967)Organizational Buying Behavior (1973)Business Market Management: : Understanding, Creating, and Delivering Value (1999)A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector (2010)Business to business digital content marketing: marketers’ perceptions of best practice (2014)What messages to post? 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References

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Cited by

  • 2016Social media brand building strategies in B2B companies127 cited

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  • 2021Tobin’s Q approximation as a metric of firm performance: an empirical evaluation70 cited
  • 2020B2B brand orientation, relationship commitment, and buyer-supplier relational performance53 cited
  • 2018Impact of positioning strategies on franchise fee structure44 cited
  • 2020Enhancing customer-linking marketing capabilities using marketing analytics43 cited
  • 2018Interactive Network Branding43 cited
  • 2019How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size39 cited
  • 2022Organizational climate in B2B: A systematic literature review and future research directions30 cited
  • 2014Aligning Company and Dealer Perspectives in Corporate Branding: Implications for Dealer Satisfaction and Commitment25 cited
  • 2023You or an imposter? How to protect brand identity in a business-to-business context?23 cited
  • 2019Exploring brand management strategies in Chinese manufacturing industry21 cited
  • 2021Payment choice of M&As: Financial crisis and social innovation21 cited
  • 2018Unit pricing and its implications for B2B marketing research19 cited
  • 2018Push and pull strategies by component suppliers when OEMs can produce the component in-house: The roles of branding in a supply chain19 cited
  • 2017Branding in B2B: the value of consumer goods brands in industrial markets18 cited
  • 2011Service brand identity: definition, measurement, dimensionality and influence on brand performance18 cited