DRIVERS OF B2B BRAND STRENGTH - INSIGHTS FROM AN INTERNATIONAL STUDY ACROSS INDUSTRIES

This study analyzes the effect of brand associations and marketing-mix instrument perceptions on brand strength for B2B firms. Although B2B brands may contribute substantially to firm profit, only little research has been directed at them. We close this research gap by analyzing a unique data set th...

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Bibliographic Details
Published in:Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung 2015-01, Vol.67 (1), p.114
Main Authors: Lennartz, Eric M, Fischer, Marc, Krafft, Manfred, Peters, Kay
Format: Article
Language:English
Subjects:
Brand equity
Brand management
Business to business commerce
Corporate governance
Customers
Marketing
Marketing mixes
Perceptions
Social responsibility
Studies
Sustainability
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Summary:This study analyzes the effect of brand associations and marketing-mix instrument perceptions on brand strength for B2B firms. Although B2B brands may contribute substantially to firm profit, only little research has been directed at them. We close this research gap by analyzing a unique data set that spans across three countries and seven industries. We find that the brand-associations 'sustainability and corporate governance' as well as 'innovation and expertise' drive brand strength in B2B markets across all countries and industries. For marketing-mix instruments, product and distribution perceptions shape brand strength. However, the effects of marketing-mix instrument perceptions vary by industry and country.
ISSN:1439-2917
2194-072X