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An application of Keller’s Brand Equity Model in a B2B context

Kuhn, Kerri-Ann, Alpert, Frank, & Pope, Nigek K. Ll. (2010) An application of Keller’s Brand Equity Model in a B2B context. In Dall’Olmo Riley, Francesca (Ed.) Brand Management. Sage Publications Ltd., London ; Thousand Oaks, Calif.; New Delhi; Singapore, pp. 221-244.

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    Abstract

    Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged in consumer markets, the nature and importance of branding in industrial markets remains under-researched. Many business-to-business (B2B) strategists have claimed brand-building belongs in the consumer realm. They argue that industrial products do not need branding as it is confusing and adds little value to functional products (Collins, 1977; Lorge, 1998; Saunders and Watt, 1979). Others argue that branding and the concept of brand equity however are increasingly important in industrial markets, because it has been shown that what a brand means to a buyer can be a determining factor in deciding between industrial purchase alternatives (Aaker, 1991). In this context, it is critical for suppliers to initiate and sustain relationships due to the small number of potential customers (Ambler, 1995; Webster and Keller, 2004). To date however, there is no model available to assist B2B marketers in identifying and measuring brand equity. In this paper, we take a step in that direction by operationalising and empirically testing a prominent brand equity model in a B2B context. This makes not only a theoretical contribution by advancing branding research, but also addresses a managerial need for information that will assist in the assessment of industrial branding efforts.

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    ID Code: 33210
    Item Type: Book Chapter
    Additional Information: This is a reprint of a journal article: http://eprints.qut.edu.au/27722/
    Additional URLs:
    Keywords: Business-to-business branding, Brand equity
    ISBN: 9781848602083
    Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
    Divisions: Current > QUT Faculties and Divisions > QUT Business School
    Current > Schools > School of Advertising, Marketing & Public Relations
    Copyright Owner: Copyright 2010 Sage Publications Ltd.
    Copyright Statement: Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. Every effort has been made to trace and acknowledge all the copyright owners of the material reprinted herein. However, if any copyright owners have not been located and contacted at the time of publication, the publishers will be pleased to make the necessary arrangements at the first opportunity.
    Deposited On: 06 Jan 2011 11:55
    Last Modified: 28 Mar 2012 15:47

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