"Living the brand": brand orientation in the business-to-business sector

Baumgarth C.

EUROPEAN JOURNAL OF MARKETING, cilt.44, sa.5, ss.653-671, 2010 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 44 Sayı: 5
  • Basım Tarihi: 2010
  • Doi Numarası: 10.1108/03090561011032315
  • Dergi Adı: EUROPEAN JOURNAL OF MARKETING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.653-671
  • Anahtar Kelimeler: Brands, Market orientation, Business-to-business marketing, Organizational culture, MARKET ORIENTATION, INDUSTRIAL, MODEL, CONSTRUCT, EQUITY
  • Marmara Üniversitesi Adresli: Hayır

Özet

Purpose - The purpose of this paper is to design and test a model for the internal anchorage of a business-to-business brand via corporate brand orientation.