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An application of Keller's brand equity model in a B2B context

Article Information:

Title:

 An application of Keller's brand equity model in a B2B context

Author(s):

Kerri-Ann L. Kuhn, Frank Alpert, Nigel K. Ll. Pope

Journal:

Qualitative Market Research: An International Journal

Year:

2008 

Volume:

11 

Issue:

1 

Page:

40 - 58


DOI:

10.1108/13522750810845540

Publisher:

Emerald Group Publishing Limited

Document Access:

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Abstract:

Purpose – The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to discuss the suitability and limitations of Keller's customer-based brand equity model and tests its applicability in a B2B market.

Design/methodology/approach – The study involved the use of semi-structured interviews with senior buyers of technology for electronic tracking of waste management.

Findings – Findings suggest that amongst organisational buyers there is a much greater emphasis on the selling organisation, including its corporate brand, credibility and staff, than on individual brands and their associated dimensions.

Research limitations/implications – The study investigates real brands with real potential buyers, so there is a risk that the results may represent industry-specific factors that are not representative of all B2B markets. Future research that validates the importance of the Keller elements in other industrial marketing contexts would be beneficial.

Practical implications – The findings are relevant for marketing practitioners, researchers and managers as a starting-point for their B2B brand equity research.

Originality/value – Detailed insights and key lessons from the field with regard to how B2B brand equity should be conceptualised and measured are offered. A revised brand equity model for B2B application is also presented.

Keywords:

Brand equity, Business-to-business marketing, Buying behaviour

Article Type:

Research paper

References:

43 references

Article URL:

www.emeraldinsight.com/10.1108/13522750810845540

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