The Contribution Of Adaptive Brand Value Communication To The Development Of B2B Relationships

Provided by: University of Birmingham
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Business-to-business firms are recognizing that strong brands are an important and valuable tool in changing organizational markets. Despite extensive literature streams on B2B relationship development and branding, the role of brands and in particular, emotional brand values, in the establishment and maintenance of industrial buyer-seller relationships remains largely unexplored. This article suggests that successful B2B brand value communication requires a strategic perspective to encompass the changing needs of organizational buyers over the lifetime of a relationship.

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