Search for dissertations about: "organizational buying behavior"

Found 1 swedish dissertation containing the words organizational buying behavior.

2. 1. Brand building in the business-to-business context : The brand equity perspective

   Author : Galina Biedenbach; Maria Bengtsson; Peter Hultén; Joakim Wincent; George Christodoulides; Umeå universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand building; brand equity; brand management; business-to-business; customer experience; organizational buying behavior; professional services; rapport; role behavior; företagsekonomi; Business Studies;

   Abstract : The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. READ MORE