Publications

Authors:

Cassia, Fabio; Magno, Francesca

Title:

A framework to manage business-to-business branding strategies

Year:

2019

Type of item:

Articolo in Rivista

Tipologia ANVUR:

Articolo su rivista

Language:

Inglese

Referee:

No

Name of journal:

EUROMED JOURNAL OF BUSINESS

ISSN of journal:

1450-2194

N° Volume:

14

Number or Folder:

2

Page numbers:

110-122

Keyword:

Corporate brand; Brand; Business-to-business; Industrial brand; Component branding; Brand strategies

Short description of contents:

Purpose In the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies. Design/methodology/approach This study's arguments are developed in line with MacInnis's (2011) guidelines on conceptual contributions in marketing. Findings As a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Originality/value This is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

Web page:

https://www.emerald.com/insight/content/doi/10.1108/EMJB-08-2018-0047/full/html

Product ID:

112471

Handle IRIS:

11562/1011316

Last Modified:

November 15, 2022

Bibliographic citation:

Cassia, Fabio; Magno, Francesca, A framework to manage business-to-business branding strategies «EUROMED JOURNAL OF BUSINESS» , vol. 14 , n. 2 , 2019 , pp. 110-122

Consulta la scheda completa presente nel repository istituzionale della Ricerca di Ateneo