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Nachhaltige Markenimplementierung im B-to-B-Geschäft
16 references·0 citing·48 second hop
Nachhaltige Markenimplementierung im B-to-B-Geschäft (2011)Nachhaltige Markenimplementierung im B-to…Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test (2011)Sales force impact on B‐to‐B …How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting (2010)How strong is the business-to…In Search of a New Logic for Marketing: Foundations of Contemporary Theory (2008)In Search of a New Logic for …The Thought Worlds of Marketing and Sales: Which Differences Make a Difference? (2007)The Thought Worlds of Marketi…Examining the effect of salesperson service behavior in a competitive context (2007)Examining the effect of sales…Branding a B2B service: Does a brand differentiate a logistics service provider? (2007)Branding a B2B service: Does …B2B Brand Management (2007)B2B Brand ManagementEnding the war between Sales & Marketing. 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Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits (2017)An Evolutionary Theory of Economic Change. (1983)SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality (1988)The Theory of the Growth of the Firm (1995)Service-dominant logic: continuing the evolution (2007)Institutions and axioms: an extension and update of service-dominant logic (2015)Understanding Customer Experience Throughout the Customer Journey (2016)Common method biases in behavioral research: A critical review of the literature and recommended remedies. (2003)Are social media replacing traditional media in terms of brand equity creation? (2012)Challenges and solutions for marketing in a digital era (2014)Harnessing marketing automation for B2B content marketing (2015)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Understanding Attitudes and Predicting Social Behavior (1980)Customer Satisfaction, Market Share, and Profitability: Findings From Sweden (1994)Dimensions of Brand Personality (1997)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)Changes in the theory of interorganizational relations in marketing: Toward a network paradigm (1997)Trust and trustworthiness (2002)Precarious Work, Insecure Workers: Employment Relations in Transition (2009)Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing (1998)An Examination of Selected Marketing Mix Elements and Brand Equity (2000)Developing and validating a multidimensional consumer-based brand equity scale (2001)
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References

  • 2003Evolving to a New Dominant Logic for Marketing14,777 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 1991Managing Brand Equity3,818 cited
  • 1981The New Social Contract: An Inquiry into Modern Contractual Relations1,436 cited
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  • 2010How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting284 cited
  • 2007Branding a B2B service: Does a brand differentiate a logistics service provider?253 cited
  • 2007Examining the effect of salesperson service behavior in a competitive context249 cited
  • 2006Ending the war between Sales & Marketing.213 cited
  • 2005The impact of person-organization fit on the corporate brand perception of employees and of customers114 cited
  • 2008In Search of a New Logic for Marketing: Foundations of Contemporary Theory79 cited
  • 2005Markenmanagement78 cited
  • 2011Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test

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67 cited
  • 2005Markenmanagement : identitätsorientierte Markenführung und praktische Umsetzung ; mit Best-practice-Fallstudien66 cited
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