Brand Equity in the Business-to-Business Sector: An Exploratory Study
Journal of Product and Brand Management, Vol. 2, No. 3, pp. 4-16, Fall 1993
Posted: 27 Feb 2012
Date Written: 1993
This article explores the concept of brand equity as it applies in business-to-business product/service marketing. First, existing research on brand loyalty and equity in the consumer products field is reviewed and a model of the evolution of brand equity is presented. Second, through use of the results from empirical work performed in the electrical products industry, evidence pointing to the existence of brand equity in the business-to-business sector is provided. Last, managerial implications are drawn and recommendations given concerning the use of brand building as a strategic tool in the business-to-business sector.
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