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Towards An Integrative Framework Of B2B Branding - A Bibliometric Study And Conceptual Analysis

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Executive Summary

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.

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