Successful branding of a commodity product: The case of RAEX LASER steel
By Daniel H. McQuiston. 2004
146 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/f109e6afcffe02ceb5db938e227ca3575e1e6988
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Yong J. Hyun
- M. Du
- Ji-Hern Kim
- Yanxin Jiang
- Rizwan Shabbir
- Nina Michaelidou
- Jing Zhang
- Nikoletta-Theofania Siamagka
In Organizational Behavior and Human Resource Management
In Sociology and Political Science
- Yong J. Hyun
- George Christodoulides
- M. Du
- Ji-Hern Kim
- Yanxin Jiang
- Rizwan Shabbir
- Nina Michaelidou
- 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): “Extant research on industrial branding addresses such issues as concerned with the role of after-sales service, but it does not present little empirical evidence for the role (Kuhn et al., 2008; McQuiston, 2004; Mudambi et al., 1997).”
- Building industrial brand equity by leveraging firm capabilities and co-creating value with customers (2015, background): “Early studies about antecedents specific to B2B brand equity are exploratory and qualitative in nature (Bendixen et al., 2004; McQuiston, 2004; Michell et al., 2001).”
- Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands (2011, background): “Finally, a strong B2B brand is more likely to enjoy higher loyalty (McQuiston 2004) and more referrals from buyers (Bendixen, Bukasa & Abratt 2004).”