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    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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    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.


    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


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