Corporate Brand Strategy Formation: Brand Actors and the Situational Context for a Business-to-Business Brand

Reference

Vallaster, C., & Lindgreen, A. (2011). Corporate Brand Strategy Formation: Brand Actors and the Situational Context for a Business-to-Business Brand. Industrial Marketing Management, 40(7), 1133-1143. (ABDC_2022: A*; ABS_2021: 3; VHB_3: B)

Publication type

Article in Scientific Journal

Persons

• Prof. (FH) Dr. habil. Christine Vallaster

Organizational Units

• Institute for Entrepreneurship
• Van Riemsdijk Chair in Entrepreneurship