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Keywords: Brand ambidexterity
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Journal Articles
How B2B brand ambidexterity enhances brand performance through buyer dependence in digital contexts
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Journal of Business & Industrial Marketing (2025) 40 (3): 736–751.
Published: 13 March 2025
...Lei Huang; LiHong Xiang; Chaoyan Wu Purpose Although the deployment of diverse brand capabilities is essential for business-to-business (B2B) firms to adapt to changing industrial market demands, the understanding of how brand ambidexterity (BA) influences brand performance (BP) remains limited...
