A roadmap for branding in industrial markets

By Kevin Lane Keller, F. Webster. 2004

330 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/766ba2e4362087d510432e014ebeec0915fe146f

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. M. Du
3. Ji-Hern Kim
4. Yanxin Jiang
5. Rizwan Shabbir
6. Jing Zhang

In Organizational Behavior and Human Resource Management

1. Yong J. Hyun
2. M. Du
3. Ji-Hern Kim
4. Yanxin Jiang
5. Rizwan Shabbir
6. Jing Zhang

In Sociology and Political Science

1. Yong J. Hyun
2. M. Du
3. Ji-Hern Kim
4. Yanxin Jiang
5. Rizwan Shabbir
6. Jing Zhang

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): “Measures of dimensions of brand equity and the overall value of brand equity are adapted from Oliver (1999), Yoo et al. (2000), Yoo and Donthu (2001, 2002), and Atilgan et al.”
• Building industrial brand equity by leveraging firm capabilities and co-creating value with customers (2015, background): “…B2B market (Gordon, Calantone, & Di Benedetto, 1993), because organizational buyers are more rational and professional (Zablah, Brown, & Donthu, 2010), and mass communications are much less effective in reaching specific subsegments of buyers within customer organizations (Webster & Keller, 2004).”