Effectiveness of branding a commodity product

Sinclair, Steven A.; Seward, K.

doi:10.1016/0019-8501(88)90023-5

Cited by 74 publications

(40 citation statements)

References 9 publications

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“…For example, our results indicate that brand awareness is more strongly associated with performance in markets with high levels of technological turbulence. This finding is consistent with those of earlier studies showing a positive effect of branding in markets that can be considered relatively turbulent, such as the semiconductor (Yoon & Kijewski, 1995), personal computer (Hutton, 1997), precision bearings (Mudambi, 2002), and logistics services (Davis et al, 2008) industries; it is also consistent with the findings of other studies indicating no effect in markets that can be considered to be more stable, such as the wood (Sinclair & Seward, 1988), fibers (Saunders & Watt, 1979) and shampoo markets (Cretu & Brodie, 2007).…”

Section: Research Issuessupporting

confidence: 92%

Brand awareness in business markets: When is it related to firm performance?

Homburg

Klarmann

Schmitt

2010

International Journal of Research in Marketing

275

187

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In Business-to-Business (B2B) environments, many firms focus their branding activities on the dissemination of their brand name and logo without developing a more comprehensive brand identity. Thus, the creation of brand awareness is an important goal in many B2B branding strategies. However, it is still unclear if the great investment necessary to build a high level of brand awareness really pays off in business markets. Therefore, drawing on information economics theory, this paper investigates under which conditions brand awareness is associated with market performance in a B2B context. Results from a cross-industry study of more than 300 B2B firms show that brand awareness significantly drives market performance. This link is moderated by market characteristics (product homogeneity and technological turbulence) and typical characteristics of organizational buyers (buying center heterogeneity and time pressure in the buying process).

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Section: Research Issuessupporting

confidence: 92%

Brand awareness in business markets: When is it related to firm performance?

Homburg

Klarmann

Schmitt

2010

International Journal of Research in Marketing

275

187

View full text Add to dashboard Cite

show abstract

“…In contrast, when farmers and farm contractors considered purchasing tractors, research shows the brand name accounted for the highest proportion of the decision compared to the price, dealer and service quality attributes (Walley et al, 2007). Sinclair and Seward (1988) in their study of wood manufacturers found that suppliers thought that brands were important for recognition. However their related study of wood product retailers highlighted relatively weak brand awareness of manufacturer brands (Sinclair and Seward, 1988).…”

Section: B2b Brand Marketing Programmentioning

confidence: 94%

“…Sinclair and Seward (1988) in their study of wood manufacturers found that suppliers thought that brands were important for recognition. However their related study of wood product retailers highlighted relatively weak brand awareness of manufacturer brands (Sinclair and Seward, 1988).…”

Section: B2b Brand Marketing Programmentioning

confidence: 99%

Primer in B2B brand-building strategies with a reader practicum

Glynn

2012

Journal of Business Research

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a b s t r a c t a r t i c l e i n f oThis primer examines the empirical evidence about business-to-business (B2B) brands and its implications for brand strategy. Some of world's most valuable brands are predominantly B2B in nature, however brand marketing texts typically assume a consumer branding (B2C) perspective. The question arises as to whether or not branding is important in B2B marketing. This primer considers the following question. How do B2B brands create and deliver value for firms in inter-organizational transactions? The paper begins by examining the relevance of current theoretical frameworks of branding to B2B value creation. Next the study considers the brand value chain and the contribution of extant B2B research at its various stages. The paper concludes by examining areas for future research in B2B branding and presents a reader practicum.

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“…A growing body of evidence supports the importance of brands and brand management for business sustainability across multiple industries (Gordon, Calantone, and Di Benedetto, 1993;Kuhn, Albert, and Pope, 2009;Sinclair and Seward, 1988). Although there is an increasing amount of literature on B2B brands, little is known regarding branding in the context of logistics services.…”

Section: The Outcome From Lps and Industrial Branding Creationmentioning

confidence: 99%

The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry

Rahman¹,

Melewar²,

Sharif³

2014

Industrial Marketing Management

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Logistics partnerships across dyadic and triadic relationship networks have been the basis of extensive research in the extant literature. It is well understood that competitive advantage within logistics and distribution and within supply chains are driven by value-adding aspects of not only the core competencies of each tier in the network, but also via tangential supporting factors. It is also well understood that there is a strong relationship between logistics and distribution and marketing functions, particularly in product-based organisations. In addition to deepening our understanding of how successful partnerships throughout the source-make-deliver continuum can be optimised this research also seeks to identify how a supporting element in terms of industrial branding and marketing can lead to relational sustainability. Hence this paper outlines the relationship between logistics partnership success (LPS) factors and the inherent link to industrial branding establishment and business sustainability within the Malaysian automotive industry (specifically, car manufacturers). Adopting a multiple case study approach, findings suggest there is a strong association between logistics service performance (LSP) provided by the third party logistics provider (TPLP) and the development and support of a mutual brand image for both the TPLP and the car manufacturer. We contribute to the extant literature on logistics partnership and industrial branding through linking LSP with the creation and maintenance of an industrial branding strategy for both parties in the context of the Malaysian automotive industry.

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Effectiveness of branding a commodity product

Cited by 74 publications

References 9 publications

Brand awareness in business markets: When is it related to firm performance?

Brand awareness in business markets: When is it related to firm performance?

Primer in B2B brand-building strategies with a reader practicum

The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry

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