Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry
This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. However, the literatu...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Karlstads universitet, Handelshögskolan (from 2013)
2021
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-84540 |