To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets-Reference-Cited by-同舟云学术

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To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets

Published:2011-10 Issue:7 Volume:40 Page:1082-1092
ISSN:0019-8501
Container-title:Industrial Marketing Management
language:en
Short-container-title:Industrial Marketing Management

Author:

Backhaus Klaus,Steiner Michael,Lügger Kai

Publisher

Elsevier BV

Subject

Marketing

Reference88 articles.

1. Managing brand equity: Capitalizing on the value of a brand name;Aaker,1991

2. Marketing Research;Aaker,2001

3. Perceived value: Mediating role of perceived risk;Agarwal;Journal of Marketing Theory and Practice,2001

4. Leading and lagging indicators of brand health;Agres,1995

5. Changing needs for brands;Agres;Journal of Advertising Research,1996

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