Barriers and facilitators of B2B degree of digital use and brand engagement : an integration of technology and behavioral perspectives
Deviprasad Ghosh and Satyabhusan Dash
| Year of publication: |
2023
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|---|---|
| Authors: | Ghosh, Deviprasad ; Dash, Satyabhusan |
| Published in: |
The journal of business & industrial marketing. - Bradford : Emerald, ISSN 2052-1189, ZDB-ID 2019934-X. - Vol. 38.2023, 12, p. 2793-2810
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| Subject: | B2B marketing strategy | Brand engagement | Buyer-seller relationship | Conceptual model | Degree of digital use | Technology and behavioral theories | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Electronic Commerce | E-commerce | Digitalisierung | Digitization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBIM-09-2022-0406 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014472635