Brand building in the business-to-business context : The brand equity perspective
The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of...
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| Format: | Doctoral Thesis |
| Language: | English |
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Umeå universitet, Företagsekonomi
2012
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-60749 http://nbn-resolving.de/urn:isbn:978-91-7459-506-2 |