Cassia, Fabio; Magno, Francesca - In: EuroMed Journal of Business 14 (2019) 2, pp. 110-122
Purpose: In the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and...