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All Outputs (4)

Successful cases of Interactive Network Branding (2019)
Book Chapter
Koporcic, N. (2019). Successful cases of Interactive Network Branding. In Understanding Interactive Network Branding in SME FirmsEmerald

This chapter of the book focuses on presenting successful Interactive Network Branding (INB) illustrative case examples. We first present each case by tackling the specific issue that appears in each of the companies, after which we present possible... Read More about Successful cases of Interactive Network Branding.

The importance of Interactive Network Branding for business relationship development: insights from emerging markets (2019)
Journal Article
Koporcic, N., & Ivanova-Gongne, M. (2020). The importance of Interactive Network Branding for business relationship development: insights from emerging markets. Journal of Business and Industrial Marketing, 35(1), 183-192. https://doi.org/10.1108/JBIM-10-2018-0294

Purpose – This paper aims to clarify the meaning of Interactive Network Branding (INB) and demonstrate its importance for business relationship development, within a cross-cultural context of emerging markets (EM). More specifically, it integrates th... Read More about The importance of Interactive Network Branding for business relationship development: insights from emerging markets.

Corporate Brand Identity Co-creation in Business-to-Business Contexts (2019)
Journal Article
Iglesias, O., Landgraf, P., Ind, N., Markovic, S., & Koporcic, N. (2020). Corporate Brand Identity Co-creation in Business-to-Business Contexts. Industrial Marketing Management, 85, 32-43. https://doi.org/10.1016/j.indmarman.2019.09.008

Traditionally, corporate brand identity was considered to be directed and controlled by managers. However, more recent research has begun to recognize the limits of this view, which has led to the emergence of a stakeholder-driven, dynamic perspectiv... Read More about Corporate Brand Identity Co-creation in Business-to-Business Contexts.

Conceptualizing Interactive Network Branding in business markets: developing roles and positions of firms in business networks (2019)
Journal Article
Koporcic, N., & Tornroos, J. (2019). Conceptualizing Interactive Network Branding in business markets: developing roles and positions of firms in business networks. Journal of Business and Industrial Marketing, 34(8), 1681-1691. https://doi.org/10.1108/jbim-11-2018-0332

Purpose – The paper presents the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the p... Read More about Conceptualizing Interactive Network Branding in business markets: developing roles and positions of firms in business networks.