The role of the brand as a person in business to business brands

Industrial Marketing Management

Volumn 41, Issue 6, 2012, Pages 898-907

  Veloutsou, Cleopatra ^a   Taylor, Colin S ^b  

^a UNIVERSITY OF GLASGOW   (United Kingdom)

^b NONE

Author keywords

B2B branding; Brand personality; Branding; Country of origin; Ethnocentrism

Indexed keywords

EID: 84866396004     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2012.02.004     Document Type: Article

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