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dc.contributor.authorBeverland, Michaelen_US
dc.contributor.authorNapoli, Julieen_US
dc.contributor.authorYakimova, Raisaen_US
dc.date.accessioned2017-05-03T16:02:47Z
dc.date.available2017-05-03T16:02:47Z
dc.date.issued2007en_US
dc.date.modified2011-08-29T05:58:10Z
dc.identifier.issn08858624en_US
dc.identifier.doi10.1108/08858620710780154en_AU
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Ltd.en_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofpagefrom394en_US
dc.relation.ispartofpageto399en_US
dc.relation.ispartofissue6en_US
dc.relation.ispartofjournalJournal of Business & Industrial Marketingen_US
dc.relation.ispartofvolume22en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBranding the business marketing offer: exploring brand attributes in business marketsen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2007
gro.hasfulltextNo Full Text


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