کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10496358 942335 2005 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Co-branding on industrial markets
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Co-branding on industrial markets
چکیده انگلیسی
During the last decade branding has developed to be one of the main focus areas in consumer marketing. In the industrial marketing area there has only been limited attention to this phenomenon. In this paper we focus on how co-branding can be used on industrial markets to increase value. Through an empirical study of professional purchasers' attitudes towards co-branding activities between two companies, we explore the potential of this strategy.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 34, Issue 7, October 2005, Pages 706-713
نویسندگان
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