B2B brand equity : investigating the impact of contextual factors

• The main purpose of the study is to investigate the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The study examines the existence of potential differences in the development of brand equity by decision makers involved in the purchasing of professional services. The contextual settings considered in the study include large businesses versus small businesses, and private companies versus public organizations. The results of the MANOVA analysis show differences in the overall brand equity developed by the decisions makers in these three contexts towards their provider of professional services. Across the dimensions of brand equity, no significant differences were found in terms of brand awareness and brand associations. However, significant differences between the three types of contexts were identified in terms of perceived quality and brand loyalty. The structural equation modeling was used to further explore the differences across the brand equity dimensions, which occurred between the decisions makers from various contexts. Marketing managers could use the knowledge about the formation of B2B brand equity to improve efficiency of the brand building process, which takes place between different contextual settings and across various brand equity dimensions.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

brand equity

business-to-business

organizational buying behavior

decision making process

Business studies

Företagsekonomi

företagsekonomi

Business Studies

Publication and Content Type

ref (subject category)

kap (subject category)