Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling-Reference-Cited by-同舟云学术

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Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling

Published:2024-08-07 Issue: Volume: Page:1-20
ISSN:1352-7266
Container-title:Journal of Marketing Communications
language:en
Short-container-title:Journal of Marketing Communications

Author:

Bansal Amrita¹,Sisodia Swati²

Affiliation:

1. School of Business Management, International Management Institute, New Delhi, India

2. School of Business Management, NMIMS, Mumbai, India

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/13527266.2024.2387845

Reference73 articles.

1. Measuring Brand Equity Across Products and Markets;Aaker D. A.;California Management Review,1996

2. Brand, organization identity and reputation: SMEs as expressive organizations

3. The dynamic construction of brand storytelling

4. Tell me a story: The role of narrative transportation and the C-suite in B2B advertising

5. Corporate sustainable brand identity work and network embeddedness: Learnings from Better Place (2007–2013)

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