Open AccessEffect of corporate branding on industrial and organizational purchasing
Author(s) -
T Bayavanda Chinnappa,
N Karunakaran
Publication year - 2021
Publication title -
journal of management research and analysis
Language(s) - English
Resource type - Journals
eISSN - 2394-2770
pISSN - 2394-2762
DOI - 10.18231/j.jmra.2021.018
Subject(s) - intangible asset , corporate branding , business , purchasing , asset (computer security) , brand management , marketing , domain (mathematical analysis) , advertising , industrial organization , computer science , mathematics , accounting , computer security , mathematical analysis
Brands are an important asset to an organization, though intangible. Specifically in the B2B domain Brand building exercises are not flaunted but subtly carried out. A brand insight fortifies is the contents of this paper.