Benjamin Wille-Baumkauff examines which instruments of online brand communication (e.g., email, website, social media) are used and how these are perceived by customers in a business-to-business (B2B) context. Furthermore, it is empirically determined how the perceived online brand presence of a company affects perceived customer orientation, customer satisfaction, and brand loyalty from the customers' perspective. Online brand communication in the B2B segment is particularly analyzed from the perspective of customer companies in the telecommunications solutions industry in Germany. The use of second-generation multivariate data analysis methods meets the high standards required for innovative empirical studies in the field of B2B online marketing.