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You or an imposter? How to protect brand identity in a business-to-business context? · Study

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ArticleYou or an imposter? How to protect brand identity in a business-to-business context?

Amit Shankar2023

Article2023

You or an imposter? How to protect brand identity in a business-to-business context?

Amit Shankar · Aman Kumar · Abhishek Behl · Vijay Edward Pereira · Pawan S Budhwar

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

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

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References

1990Grounded theory research: Procedures, canons, and evaluative criteria 1990Basics of qualitative research 1968Weighted kappa: Nominal scale agreement provision for scaled disagreement or partial credit.2005The new strategic brand management: creating and sustaining brand equity long term 2010Creating Powerful Brands 2007Do it right this time: The role of employee service recovery performance in customer-perceived justice and customer loyalty after service failures.2017Authenticity in branding – exploring antecedents and consequences of brand authenticity 2022Unreal influence: leveraging AI in influencer marketing

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Year2023

Typearticle

Published2023-12-09

VenueIndustrial Marketing Management

ISSN-L0019-8501

Languageen

Citations23

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.indmarman.2023.12.001

openalex_workW4389503547

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