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Markenführung von B-to-B-Marken
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Markenführung von B-to-B-Marken (2004)Markenführung von B-to-B-MarkenSales & marketing management (2014)Sales & marketing managementStrategic Brand Management (2009)Strategic Brand ManagementThe power of emotion: Brand communication in business-to-business markets (2004)The power of emotion: Brand c…A roadmap for branding in industrial markets (2004)A roadmap for branding in ind…Successful branding of a commodity product: The case of RAEX LASER steel (2003)Successful branding of a comm…Brand equity in the business-to-business market (2003)Brand equity in the business-…The evolution of generic brands in industrial markets: the challenges to owners of brand equity (2002)The evolution of generic bran…Branding importance in business-to-business markets (2002)Branding importance in busine…Brand Values Related to Industrial Products (2001)Brand Values Related to Indus…An exploration of branding in industrial markets (1997)An exploration of branding in…A study of brand equity in an organizational‐buying context (1997)A study of brand equity in an…Brand-naming industrial products (1993)Brand-naming industrial produ…Brand Equity in the Business‐to‐Business Sector (1993)Brand Equity in the Business‐…Ingredient Branding: A Strategy Option with Multiple Beneficiaries (1992)Ingredient Branding: A Strate…Perspectives on marketing management (1991)Perspectives on marketing man…Industrial marketing management (1978)Industrial marketing manageme…Competitive advantage, creating and sustaining superior performance (1985)Competitive Advantage: Creating and Sustaining Superior Performance (1985)The Commitment-Trust Theory of Relationship Marketing (1994)Marketing capabilities: Antecedents and implications for B2B SME performance (2010)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation (1991)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)A model of customer-based brand equity and its application to multiple destinations (2008)Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands (2011)Marketing Research (1970)Building Strong Brands (1995)Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment (2008)Business to business digital content marketing: marketers’ perceptions of best practice (2014)A Model of Industrial Buyer Behavior (1973)Managing brand equity : capitalizing on the value of a brand name. (1991)Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue (1994)Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R (2004)Switching barriers in business‐to‐business services: a qualitative study (2006)The impact of customer experience on brand equity in a business-to-business services setting (2009)The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun (1982)Strategic Market Management (1984)A Communication-Based Marketing Model for Managing Relationships (1998)The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan (2011)Corporate social responsibility, firm reputation, and firm performance: The role of ethical leadership (2013)Consumer Evaluations of Brand Extensions (1990)Marketing management: analysis. planning. implementation and control (2000)Building industrial brand equity by leveraging firm capabilities and co-creating value with customers (2015)A General Model for Understanding Organizational Buying Behavior (1972)The effect of electronic word of mouth on brand image and purchase intention (2012)The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge (2020)The globalization of football: a study in the glocalization of the ‘serious life’ (2004)When Brand Attitudes Affect the Customer Satisfaction‐Loyalty Relation: The Moderating Role of Product Involvement (2006)The dynamics of place brands (2013)Research Thrusts in Small Firm Strategic Planning (1984)A Proposal to Assess the Service Quality of Online Travel Agencies: An Exploratory Study (2000)Service Quality in Multichannel Services Employing Virtual Channels (2006)The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective (2005)The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation (2010)
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  • 2002Branding importance in business-to-business markets442 cited
  • 2003Brand equity in the business-to-business market416 cited
  • 1997An exploration of branding in industrial markets387 cited
  • 2001Brand Values Related to Industrial Products363 cited
  • 2004The power of emotion: Brand communication in business-to-business markets355 cited
  • 2004A roadmap for branding in industrial markets280 cited
  • 2014Sales & marketing management248 cited
  • 2009Strategic Brand Management232 cited
  • 1997A study of brand equity in an organizational‐buying context196 cited
  • 1993Brand Equity in the Business‐to‐Business Sector194 cited
  • 1991Perspectives on marketing management162 cited
  • 1993Brand-naming industrial products157 cited
  • 1992Ingredient Branding: A Strategy Option with Multiple Beneficiaries151 cited
  • 2003Successful branding of a commodity product: The case of RAEX LASER steel144 cited
  • 2002The evolution of generic brands in industrial markets: the challenges to owners of brand equity112 cited
  • 1978Industrial marketing management

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