Browsing BI Open by Author "Rist-Christensen, Fredrik"

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When are brands or relationships more important in B2B? : A moderation analysis of a proposed model

Rist-Christensen, Fredrik; Torgersen Ravndal, Bjørn (Master thesis, 2017)

Although recent B2B marketing research suggest that branding and relationships are of importance to firm performance, no research examines how these constructs act in the same model. We try to merge these two streams ...