BRAND VALUE BUILDING AND MANAGEMENT ON B2B MARKETS
نویسندگان
چکیده
منابع مشابه
A framework of brand value in B2B markets: The contributing role of functional and emotional components
a r t i c l e i n f o The creation of value is admittedly a critical task for marketers regardless of industry. This paper focuses on a type of value that has traditionally been perceived as irrelevant to industrial markets and argues that brand value facilitates the progression from goods and services value to relationship value. To address the limited amount of research on B2B branding from t...
متن کاملBuilding Brand Awareness in Dynamic Oligopoly Markets
C spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and normative understanding of building brand awareness in dynamic oligopoly markets. To address this gap, we pro...
متن کاملComparing the Impact of Brand Value on Corporate Profit in B2B and B2C Businesses: A Case Study
In recent years, the importance of branding has dramatically increased on the ground that brands have the potential to be a source of long-term competitive advantages for any businesses. Although it seems that brand value, theoretically, has a significant impact on corporate profits, evaluating the brand value's influence level on corporate profits can give clear signals to both managers and in...
متن کاملExploring Trust Building Mechanisms in Global B2B Electronic Markets
There have been numerous studies about business-to-business (B2B) electronic commerce and market structure, most of them analyzing the relationships between buyers and sellers and the role of intermediaries. This research is based mainly on earlier papers about the role of information technology (IT) and electronic communications networks in the companies’ relationships. The use of these comput...
متن کاملIntegrating Branding Strategy Across Markets: Building International Brand Architecture
Submitted August 1999 Revised February 2001 © Journal of International Marketing Vol. 9, No. 2, 2001, pp. 97–114 ISSN 1069-031X Susan P. Douglas, C. Samuel Craig, and Edwin J. Nijssen line basis, without considering the overall balance or coherence of branding in international markets from a strategic perspective. However, as international markets evolve and become more closely interlinked, fir...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Technology transfer: innovative solutions in Social Sciences and Humanities
سال: 2020
ISSN: 2613-5639,2613-5647
DOI: 10.21303/2613-5647.2020.001300