TY - JOUR
T1 - Marketing Antecedents of Industrial Brand Equity: An Empirical Investigation in Specialty Chemicals
AU - van Riel, A.C.R.
AU - Pahud de Mortanges, C.F.W.
AU - Streukens, A.C.P.
PY - 2005/1/1
Y1 - 2005/1/1
N2 - Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions.
AB - Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions.
U2 - 10.1016/j.indmarman.2005.01.006
DO - 10.1016/j.indmarman.2005.01.006
M3 - Article
SN - 0019-8501
VL - 34
SP - 841
EP - 847
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 8
ER -