Brands: Just for consumers? Introduction to the special issue on B2B branding
Research output: Contribution to journal › Article
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.
|Number of pages||3|
|Journal||Industrial Marketing Management|
|Publication status||Published - 1 Oct 2011|
- Corporate branding, B2B branding, Brand equity, Brand alliance, Social media, Brand personality