Determinants of Brand Sensitivity in Organizational Buying Contexts
Business-to-business (B2B) marketing practitioners are increasingly relying on branding strategies though academic researchers have been slow to study branding in organizational contexts. By integrating existing conceptual models and research findings, this study examines the noteworthy differences...
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| Format: | Others |
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Digital Archive @ GSU
2007
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| Online Access: | http://digitalarchive.gsu.edu/marketing_diss/7 http://digitalarchive.gsu.edu/cgi/viewcontent.cgi?article=1006&context=marketing_diss |