The evolution of digital platforms has transformed the way businesses operate. Digital
platforms have become popular and common in Business-to-Business (B2B) markets …

Several years since the introduction of systematic review in management research, our
paper takes stock of how the methodology has been used thus far to elicit potential areas for …

Artificial intelligence adoption in business-to-business marketing: toward a conceptual framework
| Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with …

As valuable assets of corporations, governments and not-for-profit organizations, brands
have attracted considerable research attention. We know a lot about how brands create …

While considerable research attention has been given to co‐branding (brand alliance),
empirical evidence of the success drivers remains fragmented with inconclusive findings …

Few studies have examined potential impacts of firm's capabilities upon industrial brand
equity, and it remains unclear how value co-creation exerts an effect in the capabilities …

Brand experience has been gaining increased importance in marketing literature, as
marketers consider it a vital strategy in building long term consumer-brand relationship. This …

This study explores buyer perceptions of corporate brand extension attractiveness in B2B
services, focusing on influencing roles of corporate image, extension fit, and other sources of …

Purpose Reaching customer satisfaction and brand loyalty in a business-to-business setting
is still an area of rising interest to both researchers and practitioners. Compared to consumer …

This study aims to present the progress and development in research carried out on the
strategies put into practice at nonprofit organisations. To this end, we carried out a …