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
Authors:	Ghosh, Deviprasad ; Dash, Satyabhusan
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

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