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Advancing theoretical and strategic development of branding in industrial marketing

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References

2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.3,261 cited
2005The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective903 cited
2010Brand awareness in business markets: When is it related to firm performance?370 cited
2001Brand Values Related to Industrial Products363 cited
2010“Living the brand”: brand orientation in the business‐to‐business sector261 cited
2017Brand management and consumer experience in emerging markets: directions for future research59 cited
2013Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based56 cited
2010From strategy to tactics: Building, implementing, and managing brand equity in business markets54 cited

Cited by

2020Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock44 cited
2019Investigating international strategic brand management and export performance outcomes in the B2B context34 cited
2022Leveraging consumer behavior research to forge new insights into B2B buyer behavior: Contextualizing extant research and developing a research agenda26 cited
2021Retailers with traits of consumer: Exploring the existence and antecedents of brand loyalty in small unorganized retailers23 cited

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