Brands: Just for consumers? Introduction to the special issue on B2B branding

Research output: Contribution to journalArticle

Abstract

Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B28 branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. (C) 2011 Elsevier Inc. All rights reserved.

Details

Original languageEnglish
Pages (from-to)1060-1062
Number of pages3
JournalIndustrial Marketing Management
Volume40
Issue number7
Publication statusPublished - 1 Oct 2011

Keywords

  • Corporate branding, B2B branding, Brand equity, Brand alliance, Social media, Brand personality