Topics on Branding : Exploring the Brand Construct and its Linkages to Risk, Value and Trust in a Business-to-Business Context
In this thesis, the brand construct and its connections to risk, value and trust are explored in a Business-to-Business context. The different characteristics of B2B and B2C marketing is elaborated upon and coupled with brand management strategies viable in the respective markets. Contemporary acade...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Linköpings universitet, Industriell marknadsföring och industriell ekonomi
2010
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-59001 |