AMTP Proceedings 2012

Exploring B2C Brand Extension Principles for B2B Markets

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date

2012

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

Abstract

This paper examines the application of B2C brand extension concepts in B2B markets.

DOI

10.20429/amtp.2012.14

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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