The existing body of research knowledge on brand management has been predominantly
derived from business-to-consumer markets, particularly fast moving consumer goods and …

Systematic review on B2B branding: research issues and avenues for future research | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

This has long been the one book that students can rely on to get them thinking critically and
strategically about branding. This new fourth edition is no exception. THE definitive …

This study explores buyer perceptions of corporate brand extension attractiveness in B2B
services, focusing on influencing roles of corporate image, extension fit, and other sources of …

Purpose Despite increasing interest in customer solutions, and the importance of brand
management in the B2B context, prior research provides little understanding on brand …

Decisions about expanding an existing product portfolio and capturing new markets are of
critical importance to a firm's financial performance and growth. Yet, important questions …

Due to the commoditization of products and the increasing competition, manufacturing
companies aim at providing additional services to secure their competitive position. Since …

Purpose–Brands have traditionally been regarded as a key asset and a source of
competitive advantage in purchasing decisions, as customers are expected to prefer …

Branding is an area that attracts much interest from different perspectives. However, most of
the research concerning branding has leaned towards business to consumer (B2C) markets …

Purpose Drawing on Resource-based Theory, the purpose of this paper is to empirically
examine the effect of International Strategic Brand Management (SBM) on export …