Essays about: "trust models B2B"

Found 1 essay containing the words trust models B2B.

  1. 1. Brands in business-to-business : A qualitative research of brand influence in organizational buying behavior

    University essay from Institutionen för marknadsföring (MF)

    Author : Andreas Gartnell; Martin Freij; Adam Svensson; [2013]
    Keywords : B2B; Brand influence; Brand Consciousness; Brand preference; Brand importance; Brand sensitivity; Organizational buying behavior; Product involvement;

    Abstract : Brands are well recognized to create trust and develop both cognitive and emotional ties with customers, but primarily in business-to-consumer (B2C) markets. Recent research acknowledges the fact that brands, despite the differences between B2C and business-to-business (B2B) contexts, may carry valuable features in B2B contexts as well. READ MORE