Download now Free registration required
The purpose of this paper is to identify the most influential publications addressing B2B branding, and based on their contributions, tentatively propose a framework of Business-To-Business (B2B) branding. The authors use bibliometric methodology, exploring some of the most cited B2B branding literature, in order to discover the determinants and benefits of a strong B2B brand. Analysis of the selected publications indicates that the most significant determinants of a strong B2B brand are quality, reliability, distribution services, supplier reputation and support services.
- Format: PDF
- Size: 147.8 KB