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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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Bibliographic Details
Main Author:	Chen, Mobing
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2012
Online Access:	https://eprints.nottingham.ac.uk/25720/

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