Barriers and facilitators of B2B degree of digital use and brand engagement : an integration of technology and behavioral perspectives
Year of publication: |
2023
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Authors: | Ghosh, Deviprasad ; Dash, Satyabhusan |
Published in: |
The journal of business & industrial marketing. - Bradford : Emerald, ISSN 2052-1189, ZDB-ID 2019934-X. - Vol. 38.2023, 12, p. 2793-2810
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Subject: | B2B marketing strategy | Brand engagement | Buyer-seller relationship | Conceptual model | Degree of digital use | Technology and behavioral theories | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce | Marketingmanagement | Marketing management | Markenführung | Brand management | Markenartikel | Brand |
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