Transfer of brand knowledge in business-to-business markets: A qualitative study

Journal of Business and Industrial Marketing

Volumn 25, Issue 5, 2010, Pages 395-403

  Gupta, Suraksha ^a   Melewar, T C ^b   Bourlakis, Michael ^c  

^a MIDDLESEX UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b ZURICH UNIVERSITY OF APPLIED SCIENCES   (Switzerland)

^c BRUNEL UNIVERSITY   (United Kingdom)

Author keywords

Brand awareness; Brand management; Business to business marketing; Competitive strategy; Knowledge transfer

Indexed keywords

EID: 77953296677     PISSN: 08858624     EISSN: None     Source Type: Journal    
DOI: 10.1108/08858621011058151     Document Type: Article

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