Branding importance in business-to-business markets

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Business, Marketing, Marketing Management +14

Market Orientation: The Construct, Research Propositions, and Managerial Implications

Ajay K. Kohli, Bernard J. Jaworski · Journal of Marketing · 1990 · 7.4K citations

Business, Marketing, Marketing Management +5

An Examination of the Nature of Trust in Buyer-Seller Relationships

Patricia M. Doney, Joseph P. Cannon · Journal of Marketing · 1997 · 6.2K citations

Management, Social Psychology, Supply Chain Management +10

An Examination of Selected Marketing Mix Elements and Brand Equity

Bong-Goo Yoo, Naveen Donthu, Sungho Lee · Journal of the Academy of Marketing Science · 2000 · 3.3K citations

Business, Marketing, Marketing Management +14