Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/796
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dc.contributor.authorMishra, Prashant
dc.contributor.authorSarkar, Soumya
dc.date.accessioned2021-08-26T05:46:43Z-
dc.date.available2021-08-26T05:46:43Z-
dc.date.issued2014
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84949570005&doi=10.4018%2f978-1-4666-6242-1.ch004&partnerID=40&md5=a4453a802b64053c01391b94aecf0fce
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/796-
dc.descriptionMishra, Prashant, Indian Institute of Management-Calcutta, India; Sarkar, Soumya, Indian Institute of Management-Udaipur, India
dc.descriptionISSN/ISBN - 978-146666244-5;978-146666243-8
dc.descriptionpp.73-90
dc.descriptionDOI - 10.4018/978-1-4666-6242-1.ch004
dc.description.abstractPerformance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets. © 2014 by IGI Global. All rights reserved.
dc.publisherSCOPUS
dc.publisherBrand Management in Emerging Markets: Theories and Practices
dc.publisherIGI Global
dc.subjectMarket Orientation
dc.subjectMarketing Capabilities
dc.subjectCustomer Ties
dc.titleCustomer-based corporate brand equity (CBCBE) in business-to-business firms: An emerging market perspective
dc.typeBook Chapter
Appears in Collections:Marketing

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