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Keywords: Brand extensions
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Journal Articles
A model of product‐to‐service brand extension success factors in B2B buying contexts
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Journal of Business & Industrial Marketing (2011) 26 (3): 202–210.
Published: 22 February 2011
... for such B2B product‐to‐service brand extensions. Design/methodology/approach The research considers the drivers of product‐to‐service brand extensions success from an organizational buying behavior, branding, and service‐dominant logic (SDL) perspective. Findings In their product‐to‐service brand...
