B2B brand positioning in emerging markets : Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands
Emmanuel Mogaji, Mariachiara Restuccia, Zoe Lee, Nguyen Phong Nguyen
| Year of publication: |
2023
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| Authors: | Mogaji, Emmanuel ; Restuccia, Mariachiara ; Lee, Zoe ; Nguyen Phong Nguyen |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 108.2023, p. 237-250
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| Subject: | Africa | Business-to-business branding | Emerging economies | Positioning | Service brands | Markenführung | Brand management | Schwellenländer | B-to-B-Marketing | Business-to-business marketing | Afrika | Lieferantenmanagement | Supplier relationship management | Website | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Dienstleistungsmarketing | Services marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2022.12.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014227555