Purpose: The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2Bcontext. This paper discusses the suitability and limitations of Keller's Customer-Based Brand Equity (CBBE) model and tests its applicability in a B2B market. Methodology/approach:The study involved the use of semi-structured interviews with senior buyers of technology for electronic tracking of waste management.Findings: Findings suggest that amongst organisational buyers there is a much greater emphasis on the selling organisation, including its corporate brand, credibility and staff, than on individual brands and their associated dimensions. Research limitations/implications:The study investigates real brands with real potential buyers, so there is a risk the results may represent industry-specific factors that are not representative of all B2B markets. Future research that validates the importance of the Keller elements in other industrial marketing contexts would be beneficial. Practical implications:The findings are relevant for marketing practitioners, researchers and managers as a starting point for their B2B brand equity research. Originality/value: Detailed insights and key lessons from the field with regards to how B2B brand equity should be conceptualised and measured are offered. A revised brand equity model for B2B application is also presented.

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Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researchers have segmented consumers by shopping orientation. However, few have applied such methods to the Internet shopper. Despite the widespread belief that Internet shoppers are primarily motivated by convenience, the authors show empirically that consumers' fundamental shopping orientations have no signi®cant impact on their proclivity to purchase products online. Factors that are more likely to in¯uence purchase intention include product type, prior purchase, and, to a lesser extent, gender.

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