TY  - JOUR
AB  - Posits a stagewise learning process involved in the building of
brand equity: brand birth; the creation of brand awareness and
associations; the building of quality and value perceptions; the
emergence of brand loyalty; and the launching of brand extensions. Also
reports on an empirical study which explored the evolution, existence
and extensibility of brand equity in a particular business‐to‐business
market. Concludes with practical implications for managers in
business‐to‐business product or service firms.
VL  - 2
IS  - 3
SN  - 1061-0421
DO  - 10.1108/10610429310046689
UR  - https://doi.org/10.1108/10610429310046689
AU  - Gordon Geoffrey L.
AU  - Calantone Roger J.
AU  - di Benedetto C. Anthony
AU  - Gordon Geoffrey L.
AU  - Calantone Roger J.
AU  - di Benedetto C. Anthony
PY  - 1993
Y1  - 1993/01/01
TI  - Brand Equity in the Business‐to‐Business Sector: AN EXPLORATORY STUDY
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 4
EP  - 16
Y2  - 2024/09/19
ER  -