Business-to-business Brand Management: Theory, Research, And Executive Case Study Exercises ~ Volume 15 (advances In Business Marketing & Purchasing)

ADVANCES IN BUSINESS MARKETING AND PURCHASING VOLUME 15 BUSINESS-TO-BUSINESS BRAND MANAGEMENT: THEORY, RESEARCH AND EXECUTIVE CASE STUDY EXERCISES EDITED BY MARK S. GLYNN Auckland University of Technology ARCH G. WOODSIDE Boston College United Kingdom – North America – Japan India – Malaysia – China ADVANCES IN BUSINESS MARKETING AND PURCHASING Series Editor: Arch G. Woodside Recent Volumes: Volume 7: Volume 8: Volume 9: Volume 10: Volume 11: Volume 12: Volume 13: Volume 14: Advances in Business Marketing and Purchasing Training Exercises for Improving Sensemaking Skills Getting Better at Sensemaking Designing Winning Products Essays by Distinguished Marketing Scholars of the Society for Marketing Advances Evaluating Marketing Actions and Outcomes Managing Product Innovation Creating and Managing Superior Customer Value JAI Press is an imprint of Emerald Group Publishing Limited Howard House, Wagon Lane, Bingley BD16 1WA, UK First edition 2009 Copyright r 2009 Emerald Group Publishing Limited Reprints and permission service Contact: [email protected] No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. No responsibility is accepted for the accuracy of information contained in the text, illustrations or advertisements. The opinions expressed in these chapters are not necessarily those of the Editor or the publisher. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN: 978-1-84855-670-6 ISSN: 1069-0964 (Series) Awarded in recognition of Emerald’s production department’s adherence to quality systems and processes when preparing scholarly journals for print EDITORIAL REVIEW BOARD Mette Praest Knudsen University of Southern Denmark, Odense Fabio Ancarani University of Bologna, Bologna Stefania Borghini Bocconi University, Milan J. David Lichtenthal Baruch College, City University of New York Michele Costabile University of Calabria, Arcavacata Hans Mu¨hlbacher University of Innsbruck, Austria Michael Gibbert Bocconi University, Milan Chezy Ofir Hebrew Univers