Sales force impact on B-to-B brand equity: Conceptual framework and empirical test

Journal of Product and Brand Management

Volumn 20, Issue 6, 2011, Pages 487-498

  Baumgarth, Carsten ^a   Binckebanck, Lars ^b  

^a BERLIN SCHOOL OF ECONOMICS AND LAW   (Germany)

^b Nordakademie ^*  (Germany)

Author keywords

B to B branding; Brand equity; Brands; Conceptual framework; Sales force; Sales force behaviour and personality

Indexed keywords

EID: 80053633646     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421111166630     Document Type: Review

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