Rationality versus Emotionality in Organizational Purchasing Behavior: The Ro…

Powerful brands create meaningful images in the minds of consumers (Keller et al., 2008, p.2) with brand images serving as a means of differentiation from the competition and thus positively influencing customer's purchasing behavior. However, until recently the discourse in Businessto- Business settings focused exclusively on the performance characteristics of the product or on the needs of bu…