Buyer perceptions of corporate brand extension attractiveness and fit in B2B services
Year of publication: |
2023
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Authors: | Sarasvuo, Sonja ; Liljander, Veronica ; Haahtela, Kari |
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. 115.2023, p. 69-85
|
Subject: | B2B branding | B2B service | Brand extensions | Corporate brand | Corporate image | Perceived fit | Lieferantenmanagement | Supplier relationship management | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Markentransfer | Brand extension | Firmenimage | Corporate reputation | Markenarchitektur | Brand architecture | Konsumentenverhalten | Consumer behaviour |
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