Research paper
The influence of Brand Image and Company Reputation where Manufacturers Market to Small Firms: A Customer Value Perspective
About this item
- Title
- The influence of Brand Image and Company Reputation where Manufacturers Market to Small Firms: A Customer Value Perspective
- Content partner
- The University of Auckland Library
- Collection
- ResearchSpace@Auckland
- Description
Branding research has largely focused on consumer goods markets and only recently has attention been given to business markets. In many business markets the company's reputation has a strong influence on buying decisions which may differ from the more specific product related influence of the brand's image. In this paper we investigate these differences by testing the hypotheses about the influences of brand image and company reputation on customers' perceptions of product and service quality...
- Format
- Research paper
- Research format
- Journal article
- Date created
- 2007
- Creator
- Cretu, A / Brodie, Roderick
- URL
- http://hdl.handle.net/2292/18740
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Report this itemDigitalNZ brings together more than 30 million items from institutions so that they are easy to find and use. This information is the best information we could find on this item. This item was added on 20 June 2012, and updated 17 September 2025.
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