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