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

Kuhn, K., Alpert, F. and Pope, N. (2008) An application of Keller's brand equity model in a B2B context. Qualitative Market Research, 11 1: 40-58. doi:10.1108/13522750810845540

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Author Kuhn, K.
Alpert, F.
Pope, N.
Title An application of Keller's brand equity model in a B2B context
Journal name Qualitative Market Research   Check publisher's open access policy
ISSN 1352-2752
Publication date 2008
Year available 2008
Sub-type Article (original research)
DOI 10.1108/13522750810845540
Open Access Status File (Author Post-print)
Volume 11
Issue 1
Start page 40
End page 58
Total pages 19
Editor Wright, L. T.
Place of publication United Kingdom
Publisher Emerald Group Publishing
Collection year 2009
Language eng
Subject C1
150503 Marketing Management (incl. Strategy and Customer Relations)
910403 Marketing
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 thorough empirical study of the applicability of a full brand equity model 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.
Keyword Business
brand equity
buying behaviour
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2009 Higher Education Research Data Collection
UQ Business School Publications
 
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Created: Mon, 17 Nov 2008, 15:39:32 EST by Karen Morgan on behalf of UQ Business School