《B2B BRAND DEFINITION -》.pdfVIP

PFORZHEIMER FORSCHUNGSBERICHTE NR. 9 B2B BRAND DEFINITION - UNDERSTANDING THE ROLE OF BRANDS IN BUSINESS AND CONSUMER MARKETS WALDEMAR PFOERTSCH, CHRISTIAN LINDER, FREDERIK BEUK, BORIS BARTIKOWSKI, CHERYL ANN LUCZAK • IAF • INSTITUT FÜR ANGEWANDTE FORSCHUNG PFORZHEIMER FORSCHUNGSBERICHTE NR. 9 B2B Brand Definition - Understanding the Role of Brands in Business and Consumer Markets Waldemar Pfoertsch, Christian Linder, Frederik Beuk, Boris Bartikowski, Cheryl Ann Luczak Juli 2007 ISSN 1612-0396 Herausgeber: Institut für Angewandte Forschung der Hochschule Pforzheim Tiefenbronner Str. 65, D-75175 Pforzheim Tel.: +49-7231-28-6135, Fax: +49-7231-28-6130 URL: http://www.hs-pforzheim.de/iaf B2B Brand Definition: Understanding the Role of Brands Authors Waldemar Pförtsch Professor International Business Pforzheim University, Germany Christian Linder Research Assistant Pforzheim University, Germany Frederik Beuk PhD Candidate University of Illinois at Chicago Chicago, Illinois, USA Cheryl Ann Luczak University of Illinois at Chicago Chicago, Illinois, USA Boris Bartikowski Euromed Ecole de Management, Marseille France Corresponding author: Waldemar A. Pfoertsch, Pforzheim University, Tiefenbronnerstrasse 65, D-75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de Pforzheimer Forschungsberichte Nr. 9 © • IAF • Table of Contents Abstract - 1 - 1 Introd