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Keywords: Research issues
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Journal Articles
Journal of Product & Brand Management (2012) 21 (6): 404–417.
Published: 14 September 2012
...Francisco Guzmán; Oriol Iglesias; Joona Keränen; Kalle A. Piirainen; Risto T. Salminen Purpose The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research. Design/methodology/approach The study...
