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Advancing theoretical and strategic development of branding in industrial marketing · Study

WorkAdvancing theoretical and strategic development of branding in industrial marketing

Cheng Lu Wang2018

Work2018

Advancing theoretical and strategic development of branding in industrial marketing

Cheng Lu Wang · Andy Wei Hao

16 citations·0/0 files stored·Industrial Marketing Management

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

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References

2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2005The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective 2010Brand awareness in business markets: When is it related to firm performance?2001Brand Values Related to Industrial Products 2010“Living the brand”: brand orientation in the business‐to‐business sector 2017Brand management and consumer experience in emerging markets: directions for future research 2013Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based 2010From strategy to tactics: Building, implementing, and managing brand equity in business markets

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2020Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock 2019Investigating international strategic brand management and export performance outcomes in the B2B context 2022Leveraging consumer behavior research to forge new insights into B2B buyer behavior: Contextualizing extant research and developing a research agenda 2021Retailers with traits of consumer: Exploring the existence and antecedents of brand loyalty in small unorganized retailers

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Details

Year2018

Typeeditorial

Published2018-06-28

VenueIndustrial Marketing Management

ISSN-L0019-8501

Languageen

Citations16

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/j.indmarman.2018.06.010

openalex_workW2810748762

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