Show simple item record

dc.contributor.authorBeverland, Michael
dc.contributor.authorNapoli, Julie
dc.contributor.authorYakimova, Raisa
dc.date.accessioned2017-05-03T16:02:47Z
dc.date.available2017-05-03T16:02:47Z
dc.date.issued2007
dc.date.modified2011-08-29T05:58:10Z
dc.identifier.issn08858624
dc.identifier.doi10.1108/08858620710780154
dc.identifier.urihttp://hdl.handle.net/10072/40432
dc.description.abstractPurpose - The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity. Design/methodology/approach - The article is theoretical with case examples. Findings - Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined. Practical implications - The paper identifies a contingent approach to brand identity in business markets. Originality/value - This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group Publishing Ltd.
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationY
dc.relation.ispartofpagefrom394
dc.relation.ispartofpageto399
dc.relation.ispartofissue6
dc.relation.ispartofjournalJournal of Business & Industrial Marketing
dc.relation.ispartofvolume22
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titleBranding the business marketing offer: exploring brand attributes in business markets
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2007
gro.hasfulltextNo Full Text
gro.griffith.authorYakimova, Raisa


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record