B2B Branding: A Financial Burden for Shareholders?
By Lars Ohnemus. 2009
115 citations recorded by the source corpus.
Subfields: Marketing, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/3bd0c7d34b44c20ec9282b975b54c0a76c5e1322
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Citations in the corpus
- Building industrial brand equity by leveraging firm capabilities and co-creating value with customers (2015, background): “…applied in consumer markets to industrial context (e.g., Kuhn et al., 2008), developing newmeasurements of brand equity for industrial firms (e.g., Jensen & Klastrup, 2008), and exploring potential benefits of cultivating strong B2B brands (e.g., Ohnemus, 2009; Wise & Zednickova, 2009).”
- Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands (2011, background): “In the distribution channel, a strong B2B brand increases the company’s negotiating power, and opens up opportunities for licensing (Low & Bois, 2002; Ohnemus 2009).”