Capitalizing on B2B brand equity: a supply chain perspective
(2025)
Journal Article
Wang, M., Wu, L., Dawson, A., Zhang, Y., & Zhang, L. (in press). Capitalizing on B2B brand equity: a supply chain perspective. Journal of Business and Industrial Marketing,
Purpose-Brand equity is an important firm resource that signals the strength of a business in a marketplace of imperfect information. As a result, this concept has been well theorized in marketing theory and practice as a tool for influencing custome... Read More about Capitalizing on B2B brand equity: a supply chain perspective.