How B2B seller firms can leverage the power of brands with end users
Amy Greiner Fehl, Todd Arnold, Valerie Good
| Year of publication: |
2025
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|---|---|
| Authors: | Fehl, Amy Greiner ; Arnold, Todd ; Good, Valerie |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 186.2025, Art.-No. 114952, p. 1-18
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| Subject: | Work meaningfulness | B2B marketing | Brand attachment | Brand performance | Customer engagement | End users | Sales | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Lieferantenmanagement | Supplier relationship management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114952 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015158162