چکیده مقاله
It is important to the sources of brand knowledge for manufacturer brands, brand knowledge can beexpressed as a sum of brand awareness and brand image which consists of consumers’ perceptions andof associations for the brand knowledge about the brand in order to demonstrate this knowledge aspreferences during the purchase behavior Most B2B products are purchased by companies to be used in their own manufacturing, producing goods and services to be sold on The value added product can then be either sold to yet another company; or to the consumer One of the characteristics of a B2B product is that in many cases it is bought by a committee of buyers It is important to understand what a brand means to these buyers Ultimately, a strong B2B brand will reduce the perceived risk for the buyer and help sell the brand B2B marketers are realizing that developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower priced competitors This paper is concerned in brand knowledge specially on B2B sector and analyse the link between brand knowledge and company performance
کلیدواژهها
نویسندگان
Shadi parsaie manesh
MBA student, university of saveh Iran
شیوه ارجاع
parsaie manesh, Shadi,1389,BRAND KNOWLEDGE IN BUSINESS-TO- BUSINESS ( B2B) SECTOR; A CASE STUDY IN: SOUTH KOREAN COMPANY (SAMSUNG),5th international conference on e-commerce in developing countries with focus on export,Kish Island
ارائهشده در
مجموعه مقالات هفتمین کنفرانس بین المللی تجارت الکترونیک در کشورهای در حال توسعه با رویکرد بر امنیت ECDC201328 فروردین 1392 · جزیره کیش