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    A literature review and future agenda for B2B branding

    Leek, S. and Christodoulides, George (2010) A literature review and future agenda for B2B branding. In: IMP Conference, 2010, Budapest. (Unpublished)

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    The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.


    Item Type: Conference or Workshop Item (Paper)
    School: School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 11 Sep 2014 09:13
    Last Modified: 11 Sep 2014 09:13


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