@article{f2f8f5a21da9423780da9ee50b78bb2f,
title = "Business-to-Business (B2B) branding: What we know and where do we go",
keywords = "B2B branding, Brand equity, Brand management, Branding, Business-to-Business Branding, Industrial branding, Systematic literature review",
author = "\{Roy Bhattacharjee\}, Debashree and Debasis Pradhan and Kunal Swani",
note = "Publisher Copyright: {\textcopyright} 2026 Elsevier Inc. All rights are reserved, including those for text and data mining, AI training, and similar technologies.",
year = "2026",
month = may,
doi = "10.1016/j.jbusres.2026.116137",
language = "English",
volume = "210",
journal = "Journal of Business Research",
issn = "0148-2963",
}