Exploring B2C Brand Extension Principles for B2B Markets
Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Publication Date
2012
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
Recommended Citation
Musante, Michael, "Exploring B2C Brand Extension Principles for B2B Markets" (2012). Association of Marketing Theory & Practice Proceedings 2012. 14.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2012/14
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