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

The buying center (BC) has captivated the attention of researchers for> 50 years, becoming
a central element of organizational buying behavior. While it seems easy to identify the BC …

Although social media usage in business markets continues to grow, managers still struggle
with designing popular brand message posts. This research investigates the key factors that …

Abstract Business-to-business (B2B) marketers hesitate to embrace social media as a
marketing tool, unlike their business-to-consumer (B2C) counterparts, and they struggle to …

Resource depletion and environmental pollution concerns are forcing manufacturers to pay
greater attention to environmental sustainability. This is especially so for business-to …

Purpose–This research aims to investigate the message strategies most likely to promote
online “word-of-mouth”(WOM) activity for business-to-business (B2B)/business-to-consumer …

The creation of value is admittedly a critical task for marketers regardless of industry. This
paper focuses on a type of value that has traditionally been perceived as irrelevant to …

Few studies have examined potential impacts of firm's capabilities upon industrial brand
equity, and it remains unclear how value co-creation exerts an effect in the capabilities …

Despite the growing body of literature acknowledging that strong brands are crucial for firms'
long-term competitiveness, little research examines how firms should manage their brands …

The objective of this research is to increase understanding about B2B company-led user
engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we …