Kuhn, Kerri-Ann; Alpert, F.; Pope, N. - 2008
equitymodel in a B2B context. This paper aims to discuss the suitability and limitations of Keller?s customer-based brand equity … practitioners, researchers and managers as a starting-point for their B2B brand equity research. Originality/value ? Detailed … insights and key lessons from the field with regard to how B2B brand equity should be conceptualised and measured are offered …