The power of emotion: Brand communication in business-to-business markets

By J. Lynch, L. de Chernatony. 2004

381 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/1ead2d33142beaf7b336ef6d2e977bbf212bf075

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Yong J. Hyun
2. Ji-Hern Kim

In Organizational Behavior and Human Resource Management

1. Yong J. Hyun
2. Ji-Hern Kim

Citations in the corpus

• A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector (2011, background): “A salesperson is often emphasized as an especially important medium of communication in business markets (Kuhn et al., 2008; Lynch & Chernatony, 2004; Mudambi, 2002).”