The relative importance of brands in modified rebuy purchase situations

Primer in B2B brand-building strategies with a reader practicum

“…For instance product users rate the price attribute as most important, whereas technical specialists rate brand equally with price as being important. Zablah et al (2010) also examine the brand receptivity of organizational buyers and considered the effects on brand preference, brand sensitivity and brand importance in the purchase decision. Their study shows when competition was low or was a maintenance decision, marketers should encourage brand consciousness (an awareness of brands within the category).…”

“…Their study shows when competition was low or was a maintenance decision, marketers should encourage brand consciousness (an awareness of brands within the category). However in a more competitive environment or with high technology purchases, the focus should be on brand preference building for a specific brand (Zablah et al, 2010). Bogomolova and Romaniuk (2010) point out that brand associations among former buyers of a B2B brand may inhibit purchase but those buyers who had never bought had more neutral brand associations.…”

“…Also company-wide involvement in branding and commitment to the brand are important drivers of the internal brand equity. Zablah et al (2010) 273 organizational buying center members. Survey.…”

The Ineffectiveness of Corporate Brand Investments in Creating Price Premiums

“…branding strategy is to build corporate brand awareness (e.g., Homburg, Klarmann, and Schmitt 2010;Zablah, Brown, and Donthu 2010) and (2) corporate brands matter for buyer preference (e.g., Roberts and Merrilees 2007;van Riel, de Mortanges, and Streukens 2005;Zablah, Brown, and Donthu 2010). Drivers of B2B brand equity are perceived quality, name awareness, brand associations, and brand loyalty (Kotler and Pfoertsch 2006).…”

“…In such situations, high-quality sellers may intuitively want to support their quality strategy by building their brand equity through corporate brand name investments (e.g., Homburg, Klarmann, and Schmitt 2010;Zablah, Brown, and Donthu 2010). Investments in corporate brand name awareness is in line with the dominating B2B brand building strategy towards building corporate brand preference, because buyers generally prefer well-known sellers (Blombäck and Axelsson 2007;Wuyts, Verhoef, and Prins 2009).…”