Tarnovskaya, Veronika; Biedenbach, Galina - In: Qualitative Market Research: An International Journal 19 (2016) 3, pp. 287-309
Purpose The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets. Design/methodology/approach The case study examines brand strategies...