J Bus Bus Mar
Introduction
Journal of Business-to-Business Marketing, 32(1)
INTEREST CATEGORY: INTERORGANIZATIONAL
POSTING TYPE: TOCs
Modeling New Technology Readiness and Acceptance in the Case of B2B Marketing Employees
—Kim-Shyan Fam, Yang Liu, Sheng Wei, Tudor Edu, Razvan Zaharia & Costel Negricea [] []
Navigating Uncharted Waters: Insights into Transformative Marketing in the B2B Mobility Ecosystem
—Selina L. Berger, Lars Meyer-Waarden, Marc Kuhn & Andrea Hanisch [] []
Advances in B2B Co-Branding: A Systematic Literature Review
—Fernanda Muniz Junqueira Ottoni, Karim Marini Thomé & Rafael Barreiros Porto [] []
The Corporate Honesty Effect and Its Boundary Conditions: B2B Firms’ Communications on Withdrawal from Russia
—Djavlonbek Kadirov, Ahmet Bardakcı, Davronbek Kodirov, Abdulaziz Aliev, Shaxnoza Ergashxodjaeva & Ziyodulla Khakimov [] []
Sonic Strategies: Unveiling the Impact of Sound Features in Short Video Ads on Enterprise Market Entry Performance
—Qiang Yang, Yudan Wang, Mingrui Song, Yushi Jiang & Qianwen Li [] []
How Supplier Customization Influences Its Performance? A Moderated Mediation Model Based on the Contract Theory
—Lu Zhang & Yonggui Wang [] []