THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT

THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT

The purpose of this paper is to provide a deeper understanding of the importance of the corporate brand for the business-to-business (B2B) context, specifically concerning the buyer and supplier decision-making processes. The paper provides a literature review on tangible and intangible brand attrib...

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Bibliographic Details
Main Authors: Nikolina Koporčić, Zdravko Tolušić, Zlatko Rešetar
Format: Article
Language:English
Published: Faculty of Economics and Business in Osijek 2017-01-01
Series:Ekonomski Vjesnik
Subjects:
corporate brands
tangible brand attributes
intangible brand attributes
business decision-making
emotions
Online Access:http://hrcak.srce.hr/file/283010

Internet

http://hrcak.srce.hr/file/283010

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