Industrial brand equity: a systematic literature review and directions for future research

The importance of industrial brand equity in the business-to-business (B2B) marketplace has seen a considerable surge in the last decade, emphasizing its crucial role in shaping competitive advantages and fostering long-term relationships within industries. However, while research has thoroughly exp...

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Bibliographic Details

Published in:	Cogent Business & Management
Main Authors:	Fernando Rey Castillo-Villar, Enrique Murillo
Format:	Article
Language:	English
Published:	Taylor & Francis Group 2025-12-01
Subjects:	Industrial brand equity B2B branding business-to-business systematic review industrial marketing Industry & Industrial Studies
Online Access:	https://www.tandfonline.com/doi/10.1080/23311975.2024.2440623