Establishing brand equity among business-to-business referral sources in the emerging markets: The case of specialty medical practice

Published: Nov 1, 2015
Abstract
The goal of this study is to establish brand equity among business-to-business (B2B) referral sources in the emerging markets. We consider the case of specialty medical practices (SMPs) within these markets to achieve this objective. In this regard, we conducted a qualitative study among doctors/managers involved in SMPs in a developed market to understand the functioning of an SMP, and observe the process of building brand equity among referral...
Paper Details
Title
Establishing brand equity among business-to-business referral sources in the emerging markets: The case of specialty medical practice
Published Date
Nov 1, 2015
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.