Drivers of B2B brand strength - Insights from an international study across industries
- Verlagsgruppe Handelsblatt GmbH
- Publication Type:
- Journal Article
- Schmalenbach Business Review, 2015, 67 pp. 114 - 137
- Issue Date:
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This study analyzes the effect of brand associations and marketing-mix instrument perceptions on brand strength for B2B firms. Although B2B brands may contribute substantially to firm profit, only little research has been directed at them. We close this research gap by analyzing a unique data set that spans across three countries and seven industries. We find that the brand-associations ‘sustainability and corporate governance’ as well as ‘innovation and expertise’ drive brand strength in B2B markets across all countries and industries. For marketing-mix instruments, product and distribution perceptions shape brand strength. However, the effects of marketing-mix instrument perceptions vary by industry and country.
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