The Brand Effect - Living the Brand in Negotiations
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References listed on IDEAS
- Ohnemus, Lars, 2009. "B2B branding: A financial burden for shareholders?," Business Horizons, Elsevier, vol. 52(2), pages 159-166.
- Kopelman, Shirli & Rosette, Ashleigh Shelby & Thompson, Leigh, 2006. "The three faces of Eve: Strategic displays of positive, negative, and neutral emotions in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 99(1), pages 81-101, January.
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More about this item
Keywords
negotiations; brand effects; brand strategy; brand personification; brand promise delivery.;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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