The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing

6533b82dfe1ef96bd1291c14

RESEARCH PRODUCT

The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing

Gloria Berenguer Contrí Maja ŠErić Irene Gil-saura M. Eugenia Ruiz-molina

subject

Marketing 0502 economics and business 05 social sciences Equity value 050211 marketing Brand equity Business 050203 business & management Industrial organization

description

The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers ...

year	journal	country	edition	language
2019-11-15	Journal of Relationship Marketing

https://doi.org/10.1080/15332667.2019.1688599

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