Adoption of corporate branding by managers: Case of a Nordic business-to-business company
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
http://link.springer.com/content/pdf/10.1057/bm.2008.23.pdf
Reference49 articles.
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3. van Riel, A. C. R., Pahud de Mortanges, C. and Streukens, S. (2005) ‘Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals’, Industrial Marketing Management, Vol. 34, pp. 841–847.
4. Michell, P., King, J. and Reast, J. (2001) ‘Brand values related to industrial products’, Industrial Marketing Management, Vol. 30, No. 5, pp. 415–425.
5. Taylor, S. A., Celuch, K. and Goodwin, S. (2004) ‘The importance of brand equity to customer loyalty’, Journal of Product & Brand Management, Vol. 13, No. 4, pp. 217–227.
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