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Determinants of Brand Equity in Business-to-Business Services: An Exploratory Study in the IT Services Context

机译：企业对企业服务品牌股权的决定因素：IT服务背景下的探索性研究

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This study addresses two important research questions: (1) to examine marketing mix elements relevant to B2B service markets and their relationships to service brand equity through its dimensions and (2) to examine the nature of relationships between brand equity dimensions and brand equity in B2B services context.

机译：本研究解决了两个重要的研究问题：（1）通过其维度和（2）来检查与B2B服务市场相关的营销组合元素及其与服务品牌股权相关的关系，以研究B2B品牌股权维度与品牌股权之间的关系性质服务上下文。

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来源
《Winter Marketing Academic Conference》|2016年|1 v. (various pagings)|共12页
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作者
Avinandan Mukherjee; Kyungwon (Kyung) Lee;
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原文格式 PDF
正文语种
中图分类市场学;
关键词
brand equity; marketing mix; business to business services; information technology services; India;

机译：品牌股权;营销组合;业务到商业服务;信息技术服务;印度;

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1. The impact of customer experience on brand equity in a business-to-business services setting [J] . Galina Biedenbach, Agneta Marell Journal of Brand Management . 2010,第6期

机译：企业对企业服务环境中客户体验对品牌资产的影响
2. The impact of customer experience on brand equity in a business-to-business services setting [J] . Galina Biedenbach, Agneta Marell Journal of Brand Management . 2010,第6期

机译：企业对企业服务环境中客户体验对品牌资产的影响
3. Employees or technology-based services: a practical study of predicting brand equity within the UAE retail banking context [J] . Mohammad Al-Hawari, Maen Ahmad Al-hawari International Journal of Services and Operations Management . 2013,第3期

机译：员工或基于技术的服务：在阿联酋零售银行业务环境中预测品牌资产的实践研究
4. Determinants of Brand Equity in Business-to-Business Services: An Exploratory Study in the IT Services Context [C] . Avinandan Mukherjee, Kyungwon (Kyung) Lee Winter Marketing Academic Conference . 2016

机译：企业对企业服务品牌股权的决定因素：IT服务背景下的探索性研究
5. Examining the relationship between the usefulness of multimedia messaging services and brand equity: A conceptual framework. [D] . Crayton, Marcus K. 2013

机译：研究多媒体消息传递服务的实用性和品牌资产之间的关系：一个概念框架。
6. Driving brand equity in health services organizations: the need for an expanded view of branding [O] . James K. Elrod, John L. Fortenberry Jr. 2018

机译：推动医疗服务机构的品牌资产：需要扩大品牌形象
7. An exploratory study into the luxury services SME sector : the impact of brand equity on performance during and economic uncertainty [O] . Berrigan Susan 2009

机译：奢侈品服务中小企业领域的探索性研究：品牌资产对业绩和经济不确定性的影响

Determinants of Brand Equity in Business-to-Business Services: An Exploratory Study in the IT Services Context

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