Multiple roles of brands in business-to-business services - Jungkirbalik

Multiple roles of brands in business-to-business services
Jane Roberts and Bill Merrilees
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Webster, F. (2000), “Understanding the relationships among
brands, consumers and resellers”, Journal of the Academy of
Marketing Science, Vol. 28 No. 1, pp. 17-23.
Webster, F. and Keller, K. (2004), “A roadmap for branding
in industrial markets”, Journal of Brand Management,
Vol. 11, May, pp. 388-402.
About the authors
Jane Roberts is associated with the Department of Marketing,
Griffith Business School, Griffith University, Australia. Her
main research interests are business-to-business branding and
Journal of Business & Industrial Marketing
Volume 22 · Number 6 · 2007 · 410–417
business-to-business relationship building. She is particularly
interested in the marketing and management of shopping
malls.
Bill Merrilees is Professor of Marketing at the Griffith
Business School, Griffith University, Australia. His research
interests include branding, B2B, strategy, services
innovations, and e-retailing. He has published over 80
journal articles, in publications including Journal of
Advertising Research, Journal of Business Research, Industrial
Marketing Management, Journal of Business and Industrial
Marketing, International Marketing Review, and Journal of
Strategic Marketing. Bill Merrilees is the corresponding author
and can be contacted at: bill.merrilees@griffith.edu.au
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