Sökning: "Tracing the Drivers of B2B Brand Strength and Value"

Hittade 1 avhandling innehållade orden Tracing the Drivers of B2B Brand Strength and Value.

  1. 1. Tracing the drivers of B2B brand strength and value

    Författare :Niklas Bondesson; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; industrial branding; Brand equity; business-to-business; consumer behaviour; brand image; brand strength; customer loyalty.; brand value;

    Sammanfattning : By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. LÄS MER