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

See all articles by Geoffrey Gordon

Geoffrey Gordon

affiliation not provided to SSRN

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

Date Written: 1993

Abstract

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.

Suggested Citation

Gordon, Geoffrey and Calantone, Roger and Di Benedetto, Anthony, Brand Equity in the Business-to-Business Sector: An Exploratory Study (1993). Journal of Product and Brand Management, Vol. 2, No. 3, pp. 4-16, Fall 1993. Available at SSRN: https://ssrn.com/abstract=2011979

Geoffrey Gordon

affiliation not provided to SSRN ( email )

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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