The evolution of generic brands in industrial markets: the challenges to owners of brand equity

Low, John; Blois, Keith

doi:10.1016/s0019-8501(00)00131-0

Cited by 90 publications

(71 citation statements)

References 2 publications

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“…Brands can also serve as a mechanism for dealing with information overload and simplifying product selection (Zablah et al, 2010;Brown et al, 2012). Moreover, according to Low and Blois (2002), brands increase the confidence in decision-making and make business customers feel more satisfied with their purchase, as buying a familiar brand can contribute with a "feel good" factor (Mudambi, 2002). Corporate reputation also positively influences buying behavior (Roberts and Merrilees, 2007).…”

Section: Determinants Of Brand Relevance In B2b Purchasingmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Determinants of brand relevance in a B2Bservice purchasing context Mariana Gomes, Teresa Fernandes and Amélia BrandãoFaculty of Economics, University of Porto, Porto, Portugal Abstract Purpose -Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach -A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers. Findings -Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process. Originality/value -B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial te...

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Section: Determinants Of Brand Relevance In B2b Purchasingmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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“…By contrast, industrial research suggests that brand value has other components including the product, distribution services, support services and the company, each possessing both tangible and intangible elements (Low and Blois, 2002;Mudambi et al, 1997). Keller's model tends to ignore elements relating to support services (specifically the rapport between the service provider and customer) and the company (such as profitability, market share and reputation), which may have greater importance in a B2B context.…”

Section: Take Inmentioning

confidence: 99%

An application of Keller's brand equity model in a B2B context

Kuhn

Alpert

Pope

2008

Qualitative Market Research: An International Journal

181

216

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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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“…Over the last decade, business-to-business (B2B) branding phenomena have begun to receive increased attention from marketing scholars (e.g., Low & Blois, 2002;Mudambi, 2002). In general, extant research finds that brands do indeed influence decision-making in B2B markets (Gordon, Cantone, & di Benedetto, 1993;Kotler & Pfoertsch, 2006).…”

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confidence: 99%