The industrial brand personality scale: Building strong business-to-business brands

To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this r...

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Bibliographic Details
Published in:Industrial marketing management 2011-10, Vol.40 (7), p.1072-1081
Main Authors: Herbst, Uta, Merz, Michael A.
Format: Article
Language:English
Subjects:
B2B brand positioning
Brand identification
Brand personality
Brands
Business services
Business to business commerce
Business-to-business branding
Identity
Industrial markets
Industrial sector
Marketing
Perceptions
Scale development
Scale validity
Studies
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Summary:To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2011.09.003