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Keywords: B2C
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Journal Articles
Journal of Product & Brand Management (2011) 20 (4): 256–267.
Published: 19 July 2011
...Sebnem Burnaz; Pinar Bilgin Purpose This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers evaluate these extensions. Design/methodology/approach A model is developed...
