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A Literature Review And Future Agenda For B2B Branding: Challenges Of Branding In A B2B Context

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Executive Summary

Purpose of the paper and literature addressed: The existing body of research knowledge on brand management has been predominantly derived from business to consumer markets, particularly fast moving consumer goods. Business-to-business branding has received comparatively little attention in the academic literature due to the belief that industrial buyers are unaffected by the emotional values corresponding to brands. As a result branding in business-to-business marketing is at the nascent stage of its development.

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