You or an imposter? : how to protect brand identity in a business-to-business context?
Amit Shankar, Aman Kumar, Abhishek Behl, Vijay Pereira, Pawan Budhwar
| Year of publication: |
2024
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|---|---|
| Authors: | Shankar, Amit ; Kumar, Aman ; Behl, Abhishek ; Pereira, Vijay ; Budhwar, Pawan |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 116.2024, p. 93-105
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| Subject: | Blockchain | Brand authenticity | Brand identity | Mixed-method research | Self-congruence | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | B-to-B-Marketing | Business-to-business marketing | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2023.12.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014456188