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An exploratory study into brand alignment in B2B relationships

journal contribution

posted on 2010-07-01, 00:00 authored by Colin Campbell, Lisa Papania, Michael Parent, Dianne Cyr

An exploratory study into brand alignment in B2B relationships

History

Journal

INDUSTRIAL MARKETING MANAGEMENT

Volume

39

Pagination

712-720

Publisher DOI

https://doi.org/10.1016/j.indmarman.2010.02.009

ISSN

0019-8501

Language

English

Author URL

https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000280383700003&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=a045e4b2bb1f2b747c68c720ec8913b7

Issue

5

Publisher

ELSEVIER SCIENCE INC

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Categories

Keywords

Social Sciences Business Management Business & Economics B2B partnerships Supplier-buyer relationships Brand image Brand personality Brand alignment Content analysis COMPETITIVE ADVANTAGE JOINT VENTURES FIRM ASSOCIATIONS ORGANIZATION PERFORMANCE COMPETENCE RESOURCES

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All Rights Reserved

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