Abstract
The purpose of this paper is to examine whether there is a role for brands in helping wholesalers to achieve sustainable competitive advantage. Through a review of the literature it explores the changing nature of the wholesale sector and the undisputed role of brands in creating value in other service industries. It reviews the increasing resonance of brand within business—to—business marketing and the changing understanding of the role of emotion in organizational purchasing decisions.
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- Intangible Asset
- Trinity College
- Sustainable Competitive Advantage
- Diversification Strategy
- Customer Experience
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© 2015 Academy of Marketing Science
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Marks, H., Quinn, J. (2015). Brands and Branding: A Source of Wholesalers’ Sustainable Competitive Advantage?. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_26
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DOI: https://doi.org/10.1007/978-3-319-18687-0_26
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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