Brands: just for consumers?

Leek, S. and Christodoulides, George (2011) Brands: just for consumers? Industrial Marketing Management 40 (7), pp. 1060-1062. ISSN 0019-8501.

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Official URL: http://dx.doi.org/10.1016/j.indmarman.2011.09.019

Abstract

Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media.

Metadata

Item Type:	Article
Keyword(s) / Subject(s):	B2B branding, brand personality, brand alliance, brand equity, corporate branding, social media
School:	Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
Depositing User:	Sarah Hall
Date Deposited:	09 Sep 2014 13:21
Last Modified:	02 Aug 2023 17:12
URI:	https://eprints.bbk.ac.uk/id/eprint/10468

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