Brand Equity in the Business‐to‐Business Sector

Gordon, Geoffrey L.; Calantone, Roger J.; Benedetto, C. Anthony Di

doi:10.1108/10610429310046689

Cited by 163 publications

(150 citation statements)

References 3 publications

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“…Industrial buyers are more likely to seek expert advice or technical advice both from within and outside the firm. For example, architects and engineers are influential in the purchase decision to buy electrical switches (Gordon et al, 1993). To create brand awareness for the B2B brand, personal selling is vital (Bendixen et al, 2004).…”

Section: B2b Brand Marketing Programmentioning

confidence: 99%

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Primer in B2B brand-building strategies with a reader practicum

Glynn

2012

Journal of Business Research

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a b s t r a c t a r t i c l e i n f oThis primer examines the empirical evidence about business-to-business (B2B) brands and its implications for brand strategy. Some of world's most valuable brands are predominantly B2B in nature, however brand marketing texts typically assume a consumer branding (B2C) perspective. The question arises as to whether or not branding is important in B2B marketing. This primer considers the following question. How do B2B brands create and deliver value for firms in inter-organizational transactions? The paper begins by examining the relevance of current theoretical frameworks of branding to B2B value creation. Next the study considers the brand value chain and the contribution of extant B2B research at its various stages. The paper concludes by examining areas for future research in B2B branding and presents a reader practicum.

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Section: B2b Brand Marketing Programmentioning

confidence: 99%

“…In the study of Gordon et al (1993), electrical contractors ranked brands fourth out of six factors that influence their choice of distributors for electrical switches. In this research the supplier had stopped direct customer sales, so the task of creating brand awareness (providing sales leaflets) was left to distributors.…”

Section: B2b Brand Marketing Programmentioning

confidence: 99%

Primer in B2B brand-building strategies with a reader practicum

Glynn

2012

Journal of Business Research

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“…This paper measures attitudinal brand loyalty in a business services context rather than a consumer setting. Previous research has identified that branding is an important issue in business, [22][23][24][25] and loyalty holds a great deal of relevance for services, both consumer and business. [26][27][28] …”

Section: Attitudinal Loyaltymentioning

confidence: 99%

A comparison of attitudinal loyalty measurement approaches

2002

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is a lecturer at the University of Queensland. Australia and has a PhD in brand loyalty in the business-to-business services sector. Rebekah lectures in consumer behaviour, principles of marketing and product development at undergraduate and postgraduate levels. Rebekah is deputy president of the Australian Marketing Institute (Queensland), and regularly consults in the professional services sector. SHARYN RUNDLE-THIELEhas recently completed her masters degree by research and is completing a PhD in the area of customer trust and loyalty. Sharyn also lectures in international marketing planning at the University of South Australia and has consulted for a range of Australian organisations including Telstra, Southern Beverage Corporation, ETSA Corporation and Wine Australia. Abstract The aim of this paper is to present the empirical tests of two measures of attitudinal

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“…Dissemination of corporate brand names and logos is central for many companies to convey information about their quality, people, skills, and behavior (Akerlof 1970;Gordon, Calantone, and di Benedetto 1993;Homburg, Klarmann, and Schmitt ;Kotler and Pfoertsch 2007). In fact, building corporate brand awareness without developing a more comprehensive brand identity is the focal B2B branding strategy for many firms (Homburg, Klarmann, and Schmitt 2010).…”

Section: Corporate Brand Investments and Price Premiumsmentioning

confidence: 99%