Branding Importance in Business-to-Business Markets: Three Buyer Clusters

Industrial Marketing Management, 31 (6), 525-533, 2002

9 Pages Posted: 18 Nov 2012

See all articles by Susan M. Mudambi

Susan M. Mudambi

Fox School of Business, Temple University; Fox School of Business, Temple University

Date Written: 2002

Abstract

With the growth of e-commerce and global competition, business-to-business (B2B) marketers are showing increased interest in the potential of branding, especially at the corporate level. This paper describes branding in the context of B2B markets, and examines its perceived importance to buyers. A review of relevant literature and the development of a conceptual model enables a cluster analysis of data from a survey of industrial buyers. The exploratory analysis examines to whom branding is important, and in what situations. Three clusters of buyers are found: branding receptive, highly tangible, and low interest. The practical implications for managers are explored.

Keywords: Branding, Industrial branding, Business-to-business, Cluster analysis, Industrial segmentation

Suggested Citation

Mudambi, Susan M., Branding Importance in Business-to-Business Markets: Three Buyer Clusters (2002). Industrial Marketing Management, 31 (6), 525-533, 2002, Available at SSRN: https://ssrn.com/abstract=2177083

Susan M. Mudambi (Contact Author)

Fox School of Business, Temple University ( email )

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215-204-3561 (Phone)

Fox School of Business, Temple University ( email )

1801 Liacouras Walk
524 Alter Hall
Philadelphia, PA 19122
United States

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