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

Kuhn, Kerri-Ann, Alpert, F., & Pope, N. (2008) An application of Keller’s brand equity model in a B2B context. Qualitative Market Research, 11(1), pp. 40-58.

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Abstract

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 thoroughempirical study of the applicability of a full brand equitymodel in a B2B context. This paper aims to discuss the suitability and limitations of Keller’s customer-based brand equity model and tests its applicability in a B2B market.

Design/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 that 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 regard to how B2B brand equity should be conceptualised and measured are offered. A revised brand equity model for B2B application is also presented.

Impact and interest:

34 citations in Scopus
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ID Code: 27722
Item Type: Journal Article
Keywords: Business-to-business marketing,, Buying behaviour, Brand equity,
DOI: 10.1108/13522750810845540
ISSN: 1352-2752
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 Emerald Group Publishing Ltd.
Deposited On: 02 Oct 2009 10:58
Last Modified: 28 Mar 2012 14:18

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