...Miao Wang; Lin Wu; Altricia Dawson; Yumeng Zhang; Lina Zhang Purpose Brand equity is an important firm resource that signals the strength of a business in a marketplace of imperfect information. As a result, this concept has been well theorized in marketing theory and practice as a tool...

... of brand equity and value equity on relationship equity. Further, it investigates how perceived switching costs moderates the interrelationships between customer equity drivers. The authors explore the interrelationships between the customer equity drivers in a B2B context involving commodity products...

...Changju Kim; Bin Hu Purpose Drawing on the resource-based view, this study aims to investigate the conditions under which small- and medium-sized retailers can improve competitive benefits through the lens of brand equity and strategies for competitive advantage in retail buying groups. Design...

...Galina Biedenbach; Peter Hultén; Veronika Tarnovskaya The concept of brand equity was developed to denote the added value that a brand gives to a product (Farquhar, 1989). Drawing upon the seminal works by Aaker (1991 , 1996) and Keller (1993 , 2003), researchers have examined...

... brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity. Design/methodology...

... more brand equity than exclusively professional brands (EPBs) do in the context of the industrial detergents market. The author conducted direct customer interviews at the outlets of two large wholesale distribution retail chains. The sample included 211 respondents. This study represents...

... behavior is missing. This paper fills this gap. Structural equation modeling Success factors Industrial branding Brand equity Brand loyalty In a business-to-business setting, manufacturers of industrial goods have to build an understanding of industrial buying decisions and cannot longer...

...Jing Zhang; Yanxin Jiang; Rizwan Shabbir; Miao Zhu Purpose – The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context. Brand...

.... On the other hand, brand equity is found to have no effect on customer trust and loyalty. Practical implications In order to obtain business customers' loyalty, managers should focus more on value and relationship equity than brand equity. Originality/value While most of the previous studies...

... the partner brands have different brand equity positions. Design/methodology/approach This study employs a scenario approach incorporating three real multimedia software brands and three fictitious brands in nine hypothetical alliances over 97 respondents. Using repeated measures ANOVA, the study examines...

...Anja Geigenmüller; Anja Geigenmüller; Harriette Bettis‐Outland Purpose This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers...

...Yi‐Min Chen; Yi‐Fan Su Purpose This paper aims to investigate the effects of country‐of‐manufacture (COM) and country‐of‐design (COD) on industrial brand equity. Design/methodology/approach A conceptual framework to assess how international buyers evaluate industrial brand equity when...

..., affect brand equity and ultimately firm performance, based on responses from 184 US supply chain managers. Findings The results of the study indicate that both interfirm system integration and supply chain responsiveness have a direct positive effect on brand equity. However, the effect of interfirm...