Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand - Vallaster, Christine; Lindgreen, Adam (Industrial marketing management, 2011)
Keywords: Arbeitsverhalten; B-to-B-Marketing; Brand actors; Brand equity; Brand values; Brands; Business to business commerce; Business-to-business branding; Corporate branding; Europe; Industrial markets; Industrial sector; Interne Markenführung; Markenarchitektur; Markenführung; Marketing; Personalführung; Situational context; Social interaction; Social interactions; Strategic studies; Studies; Europe; Brand values; Situational context; Social interactions; Brand actors