To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets
Backhaus K., Steiner M., Luegger, K.
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2011
Journal
Industrial Marketing Management
Volume
40
Issue
7
Start page
1082
End page
1092
Language
English
ISSN
0019-8501