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Keywords: B‐to‐B branding
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Journal Articles
Journal of Product & Brand Management (2011) 20 (6): 487–498.
Published: 20 September 2011
..., in the context of business‐to‐business marketing. Design/methodology/approach Six research hypotheses, relating to the effects of four key drivers of B‐to‐B brand equity identified in a review of the relevant literature, were empirically tested with a sample of 201 respondents in B‐to‐B firms in Germany...
