Offering B-to-B ‘customer solutions’ has been associated with positive outcomes for suppliers. Yet, empirical evidence documenting such claims has not been established. The literature is also
This paper investigates the adoption of innovative hybrid offerings in the case of battery electric vehicles (BEVs) in corporate fleets. In an exploratory research using depth interviews with 16
This study examines the effect of internal and external communication on commitment and brand behavior of employees. The authors propose that distance to headquarter moderates the impact of internal
This paper aims to conceptualise Integrated Corporate Communication (ICC) as a multidimensional concept and to develop and validate a scale for its measurement. Based on an extensive literature
With rising sponsorship expenditures every year, marketing practice has an essential need for information of sponsorship effectiveness. Traditional sponsorship is becoming increasingly threatened by
