Brand worlds: Evoking brand experiences in B2B

Benjamin Manuel Österle, Marc Kuhn, Jörg Henseler

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusPublished - 2017
EventInternational Symposium/Workshop on “Branding in the Business-to-Business Context” - Massey University Albany Campus, Auckland, New Zealand
Duration: 3 Jul 20174 Jul 2017

Conference

ConferenceInternational Symposium/Workshop on “Branding in the Business-to-Business Context”
CountryNew Zealand
CityAuckland
Period3/07/174/07/17

Cite this

Österle, B. M., Kuhn, M., & Henseler, J. (2017). Brand worlds: Evoking brand experiences in B2B. Paper presented at International Symposium/Workshop on “Branding in the Business-to-Business Context”, Auckland, New Zealand.