Business Marketing Intelligence

Modeling buyer-based brand equity in industrial settings

“…If an industrial brand is able to provide unique value to its customers, this can allow for some flexibility in terms of price (Hutton, 1997; Malaval and Benaroya, 2005). To qualify for certain benefits of the industrial brand, the customer is willing to pay an additional amount (Malaval and Benaroya, 2005; Nagle and Holden, 2002). The establishment of a price premium is possible due to the unique and strategic benefits of the industrial brand.…”