... relationships with their fundamental business partners. Through INB and interactions between firm representatives, corporate branding becomes an inherent part of networking. Thus, the study acknowledges the importance of INB, being implemented through firm representatives, as it plays a crucial role...

...Nikolina Koporcic; Jan-Ake Tornroos Purpose This paper aims to present the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the paper...

...‐of‐manufacture Country‐of‐design Industrial brand equity Single cue Multiple cues Brand equity Country‐of‐origin Corporate branding Taiwan An executive summary for managers and executive readers can be found at the end of this article. After the EU imposed antidumping duties of up to 85 percent...