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Analysis of institutional authors

Rodriguez-Priego NAuthor
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Industrial Branding: Communicating in Business-to-Business Sector

Publicated to:Beyond Multi-channel Marketing: Critical Issues in Dual Marketing. 57-77 - 2020-01-01 (), DOI: :10.1108/978-1-83867-685-820201008

Authors: Rodríguez-Priego N; Palazzo M

Affiliations

Universidad Autónoma de Madrid - Author
Università degli Studi di Salerno - Author

Abstract

This chapter describes the main issues in scientific literature related to industrial branding. First, we set the background focusing on industrial branding, followed by brand equity and measurement, and brand orientation in business markets. The second section relies on controversies and problems inherent in the gaps in theory and implementation of branding. The third section proposes several solutions and recommendations for academics and practitioners, followed by proposals for future research directions and conclusions. We also present a case study and several case questions arising.

Keywords
Brand associationsBrand awarenessBrand loyaltyConsumer marketsIndustrial brandingPerceived qualityPremium price

Quality index

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-05-17:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 26 (PlumX).
Leadership analysis of institutional authors

This work has been carried out with international collaboration, specifically with researchers from: Italy.

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (RODRIGUEZ PRIEGO, NURIA) .