Literature Review

  • Stefan Worm


This chapter reviews the relevant literature for the present study. In section 2.1, I provide on overview of the existing research on value creation in buyer-supplier relationships. In section 2.2, I then examine how brands create value. Finally, I turn to research on branding in business markets in section 2.3.


Brand Equity Brand Image Original Equipment Manufacturer Brand Awareness Brand Extension 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012

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  • Stefan Worm

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