Extending B2B brands into the B2C market : whether, when, and how brands should emphasize B2B industry background
Zhimin Zhou, Yi Ding, Wenting Feng, Nianman Ke
| Year of publication: |
2021
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|---|---|
| Authors: | Zhou, Zhimin ; Ding, Yi ; Feng, Wenting ; Ke, Nianman |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 130.2021, p. 364-375
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| Subject: | B2B brand | B2C market | Brand extension | Brand personality appeal clarity | Industrial background | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentransfer | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.03.034 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012544812