Brand Equity in the Business-To-Business Market

Author(s)

Michael T. Bendixen, Nova Southeastern UniversityFollow
Kalala A. Bukasa
Russell Abratt, Nova Southeastern UniversityFollow

ORCID

Michael T. Bendixen0000-0003-0010-3854

Rusell Abratt0000-0002-5385-0936

Document Type

Article

Publication Title

Industrial Marketing Management

ISSN

0019-8501

Publication Date

2004

Abstract/Excerpt

Brands have been developed by consumer companies but have been slow to develop in business-to-business marketing. This article explains the concept of brand equity in a specific industrial marketing setting. In addition, the sources of brand equity are investigated as well as the appropriate communications strategy and the relative importance of brand relative to other purchase criteria. The research method used was a conjoint analysis experiment. The subjects were decision-making unit (DMU) members of industrial companies in South Africa that purchase medium-voltage electrical equipment. Research results suggest that while brand equity has a role to play, price and delivery were more important. However, a price premium can be obtained when a company has high brand equity. Implications for managers are discussed.

DOI

https://doi.org/10.1016/j.indmarman.2003.10.001

Volume

33

Issue

5

First Page

371

Last Page

380

NSUWorks Citation

Bendixen, Michael T.; Bukasa, Kalala A.; and Abratt, Russell, "Brand Equity in the Business-To-Business Market" (2004). HCBE Faculty Articles. 710.
https://nsuworks.nova.edu/hcbe_facarticles/710