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Keywords: Stakeholder perspective
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Journal Articles
Journal of Business & Industrial Marketing (2026) 41 (13): 184–203.
Published: 14 July 2026
... literature by emphasizing the importance of a stakeholder perspective on sustainable B2B branding. However, due to the unavailability and sensitivity of empirical data, the paper adopts an abductive approach to make sense of the NR concept. This is supported by an illustrative case, drawing on rich...
