Facets of business-to-business brand equity: mixed-methods approach
Abstract
Purpose The purpose of this paper is to highlight various aspects of business-to-business brand equity (B2BBE) and explain relative impact of marketing/advertising, research and development (R&D), human resource and distribution network to build compelling business brands that display better firm performance. Design/methodology/approach A total of 51 in-depth semi-structured interviews with distributors and industrial buyers revealed...
Paper Details
Title
Facets of business-to-business brand equity: mixed-methods approach
Published Date
Oct 7, 2019
Volume
37
Issue
7
Pages
754 - 769
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