The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services
Riza Casidy, Munyaradzi W Nyadzayo, Mayoor Mohan, Brian Brown
| Year of publication: |
July 2018
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|---|---|
| Authors: | Casidy, Riza ; Nyadzayo, Munyaradzi W. ; Mohan, Mayoor ; Brown, Brian |
| 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. 72.2018, p. 26-36
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| Subject: | Brand sensitivity | Operational competence | Service brands | B2B branding | Professional service firms | Small and medium-sized enterprises | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | KMU | SME | Lieferantenmanagement | Supplier relationship management | Unternehmensdienstleistung | Business services | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Freie Berufe | Professional services | Dienstleistungssektor | Service industry | Markenartikel | Brand |