Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast

Article Abstract:

Web-enhanced brand communities are becoming increasingly effective in relationship-marketing communication by providing companies with an additional communication channel and helping in establishing linkages with devoted users. Traditionally, brand community's relation to business to customer (B2C) market is in focus but using internet brand communities in a business to business (B2B) context may be more vital as the Coloplast case study proves.

Business-to-business exchange, Business to business exchanges

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Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

Article Abstract:

The relative influence of satisfaction and involvement and the moderating role of experience on brand loyalty are examined. It is proposed that the strength of the effects of these variables on brand loyalty depend on the level of customer experience with purchasing the service, and new insights are provided in the theory and practice of buyer behavior and business-to-business brands.

Consumer Behavior, Customer satisfaction, Consumer behaviour

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Emotions, trust and relationship development in business relationships: a conceptual model for buyeruseller dyads

Article Abstract:

The influence of human behaviors on business relationships is analyzed by focusing buyer-seller relations.

Behavior Theory, Influence, Human behavior, Human acts, Vendor relations, Human behaviour, Business networks (Social groups)

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