Drivers of B2B brand strength - Insights from an international study across industries

Lennartz, E; Fischer, M; Krafft, M; Peters, K

Drivers of B2B brand strength - Insights from an international study across industries

Lennartz, E Fischer, M

Krafft, M Peters, K

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Publisher:: Verlagsgruppe Handelsblatt GmbH
Publication Type:: Journal Article
Citation:: Schmalenbach Business Review, 2015, 67 pp. 114 - 137
Issue Date:: 2015-01

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Full metadata record

Field	Value	Language
dc.contributor.author	Lennartz, E	en_US
dc.contributor.author	Fischer, M https://orcid.org/0000-0002-9012-2292	en_US
dc.contributor.author	Krafft, M	en_US
dc.contributor.author	Peters, K	en_US
dc.contributor.editor	Wagenhofer, A	en_US
dc.date.issued	2015-01	en_US
dc.identifier.citation	Schmalenbach Business Review, 2015, 67 pp. 114 - 137	en_US
dc.identifier.issn	2194-072X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/32975
dc.description.abstract	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.	en_US
dc.publisher	Verlagsgruppe Handelsblatt GmbH	en_US
dc.relation.ispartof	Schmalenbach Business Review	en_US
dc.title	Drivers of B2B brand strength - Insights from an international study across industries	en_US
dc.type	Journal Article
utslib.citation.volume	67	en_US
utslib.location.activity	Germany	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
dc.location.activity	Germany
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.publication-status	Published	en_US
pubs.volume	67	en_US

Abstract:

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/32975