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Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity

  • Richard Jones
Chapter
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Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)

Abstract

Discussion of brands and brand equity have, up until now, been almost solely concerned with consumer markets.1,2 A number of recent publications have, however, begun to seriously look at the application of the brand concept and that of brand equity to business-to-business (B2B) markets.3–6 These works reflect the growing consensus that the branding concept is not only useful, but also powerful, in examining and explaining relationships and value creation in all business relationships.

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  • Richard Jones

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