Brand Equity in the Business‐to‐Business Sector: AN EXPLORATORY STUDY

Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study which...

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Bibliographic Details
Published in:The journal of product & brand management 1993, Vol.2 (3), p.4-16
Main Authors: Gordon, Geoffrey L, Calantone, Roger J, di Benedetto, C Anthony
Format: Article
Language:English
Subjects:
Brand equity
Brand loyalty
Brand names
Business to business commerce
Competition
Competitive advantage
Consumption
Customers
Industrial advertising
Manufacturers
Market shares
Market strategy
Marketing
Price cuts
Processes
Product development
Product life cycle
Studies
Citations: Items that this one cites
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Summary:Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study which explored the evolution, existence and extensibility of brand equity in a particular business‐to‐business market. Concludes with practical implications for managers in business‐to‐business product or service firms.
ISSN:1061-0421
2054-1643
DOI:10.1108/10610429310046689