Retailers' perceived value of manufacturers' brands
Most of the theoretical and empirical research into brand equity has focused on business to consumer relationships and the value created with end-customers (consumer-based brand equity). Little is known of the processes where brands create value in business-to-business relationships such as in manuf...
| Main Authors: | , , |
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| Format: | Others |
| Published: |
AUT Faculty of Business,
2011-02-21T02:49:20Z.
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| Subjects: | |
| Online Access: | Get fulltext |