Brand Management in the Business-to-Business (B2B) Context
This research aims to explore how brand management influences business-to-business (B2B) companies in the form of new client acquisition. Keller’s customer-based brand equity model has been testified by Kuhn et al. to work in a single high-technology B2B industry. This research adapts the model to a...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2012
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| Online Access: | https://eprints.nottingham.ac.uk/25720/ |