Managing risk perception through branding in high-tech B2B - The case of a start-up branding new technology services

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Journal Title
Journal ISSN
Volume Title
School of Business | Master's thesis
Date
2021
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
99 + 8
Series
Description
Thesis advisor
Weijo, Henri
Keywords
B2B branding, start-up branding, new technologies, risk perception, legitimacy
Other note
Citation