Many companies have developed a green marketing strategy, aimed at promoting and
selling green environmental products. While the majority of articles on this topic report on …

The importance of industrial brand equity in the business-to-business (B2B) marketplace
has seen a considerable surge in the last decade, emphasizing its crucial role in shaping …

Purpose Though extant literature has identified goods-based brand image (GBBI) and
services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their …

Purpose Athlete brand image management has become a popular topic among sport
marketing scholars. This study aims to test the impacts of the attributes of an athlete brand …

The purpose of this paper was to empirically explore how Chinese private manufacturers
make strategic branding decisions. We develop a conceptual framework to investigate the …

Purpose While extant research highlights the importance of both market orientation and
brand orientation in brand success, it is still unclear how they actually combine to contribute …

Branding has become one of the most relevant marketing concepts because of the
importance and benefits of strategically developing a brand. However, it is commonly …

Managing and building B2B SME brands: an emerging market perspective | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

This paper aims to identify the factors that affect agricultural producers' loyalty to brand and
dealer, jointly and individually, when buying agricultural capital equipment. A second …

Agricultural equipment companies intend to understand agriculture producers' buying
behavior by answering questions such as how loyal producers are to brands and dealers …