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Drivers of B2B Brand Strength — Insights from an International Study Across Industries · Study

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ArticleDrivers of B2B Brand Strength — Insights from an International Study Across Industries

Eric M. Lennartz2015

Article2015

Drivers of B2B Brand Strength — Insights from an International Study Across Industries

Eric M. Lennartz · Marc Fischer · Manfred Krafft · Kay Peters

14 citations·0/0 files stored·Schmalenbach Business Review

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

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1960Modern factor analysis 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1994A Meta-Analysis of Cronbach's Coefficient Alpha 1969Modern Factor Analysis 2006Brands and Branding: Research Findings and Future Priorities 2004The New Strategic Brand Management 2003The marketing advantages of strong brands

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Year2015

Typearticle

Published2015-01-01

VenueSchmalenbach Business Review

ISSN-L1439-2917

Languageen

Citations14

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1007/bf03396926

openalex_workW2292297102

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