Brand Equity in the Business‐to‐Business Sector: AN EXPLORATORY STUDY

Abstract

Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study which explored the evolution, existence and extensibility of brand equity in a particular business‐to‐business market. Concludes with practical implications for managers in business‐to‐business product or service firms.

Citation

Gordon, G.L., Calantone, R.J., di Benedetto, C.A., Gordon, G.L., Calantone, R.J. and di Benedetto, C.A. (1993), "Brand Equity in the Business‐to‐Business Sector: AN EXPLORATORY STUDY", Journal of Product & Brand Management, Vol. 2 No. 3, pp. 4-16. https://doi.org/10.1108/10610429310046689