The development of brand equity in the B2B context: investigating the differences between market segments
2009 (English)In: Proceeding of the 5th Thought Leaders International Conference on Brand Management, Athens Institute of Education and Research (ATINER) , 2009Conference paper (Refereed)
The main purpose of the study is to investigate the existence of potential differences in the formation of brand equity between various segments of the B2B market. The study contributes to branding research by examining the impact of contextual factors of the organizational decision making process on the formation of B2B brand equity. The results of the MANOVA analysis show the differences between the selected market segments based on overall brand equity developed towards their provider of professional services. Across the dimensions of brand equity, no significant differences were found in terms of brand awareness and brand associations. However, significant differences between the market segments were identified in terms of perceived quality and brand loyalty. Marketing managers could use knowledge about the formation of brand equity to improve the efficiency of the brand building process, which takes place between diverse market segments and across various brand equity dimensions.
Place, publisher, year, edition, pages
Athens Institute of Education and Research (ATINER) , 2009.
brand equity, business-to-business, organizational buying behavior, decision making process
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-41064ISBN: 9789606672477OAI: oai:DiVA.org:umu-41064DiVA: diva2:404521
5th Thought Leaders International Conference on Brand Management, The Athens Institute of Education and Research, Athens, Greece, April 6-7