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An exploratory investigation of the elements of B2B brand image and its relationship to price premium

Bondesson, Niklas LU (2010) In Industrial Marketing Management 39(8). p.1269-1277
Abstract
Much of the extant work on brand equity in business markets has focused on predicting brand loyalty as in what brand image elements that make buyers prefer to buy a brand The question what drives buyers to pay more or less for brands has however been somewhat overlooked despite price premium being a distinct and economically important outcome of a favourable brand image In an attempt to answer this question this paper suggests that the corporate brand Image determinants of price premium can be conceptualised into six dimensions brand familiarity- product solution- service- distribution- relationship- and company associations Findings from a small-scale qualitative investigation based on interviews with buyers of corrugated packaging are... (More)
Much of the extant work on brand equity in business markets has focused on predicting brand loyalty as in what brand image elements that make buyers prefer to buy a brand The question what drives buyers to pay more or less for brands has however been somewhat overlooked despite price premium being a distinct and economically important outcome of a favourable brand image In an attempt to answer this question this paper suggests that the corporate brand Image determinants of price premium can be conceptualised into six dimensions brand familiarity- product solution- service- distribution- relationship- and company associations Findings from a small-scale qualitative investigation based on interviews with buyers of corrugated packaging are used to Illustrate this model as well as to explore its microelements and demonstrate why they can be assumed to be mentally related to buyers willingness to pay (C) 2010 Elsevier Inc All rights reserved (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Brand equity, Industrial marketing, Buying behavior
in
Industrial Marketing Management
volume
39
issue
8
pages
1269 - 1277
publisher
Elsevier
external identifiers
  • wos:000285705000008
  • scopus:78649323641
ISSN
0019-8501
DOI
10.1016/j.indmarman.2010.02.024
language
English
LU publication?
yes
id
c50cf59a-1b15-4274-a641-955e0a8194b1 (old id 1868084)
date added to LUP
2011-04-06 14:15:05
date last changed
2018-07-15 03:41:03
@article{c50cf59a-1b15-4274-a641-955e0a8194b1,
  abstract     = {Much of the extant work on brand equity in business markets has focused on predicting brand loyalty as in what brand image elements that make buyers prefer to buy a brand The question what drives buyers to pay more or less for brands has however been somewhat overlooked despite price premium being a distinct and economically important outcome of a favourable brand image In an attempt to answer this question this paper suggests that the corporate brand Image determinants of price premium can be conceptualised into six dimensions brand familiarity- product solution- service- distribution- relationship- and company associations Findings from a small-scale qualitative investigation based on interviews with buyers of corrugated packaging are used to Illustrate this model as well as to explore its microelements and demonstrate why they can be assumed to be mentally related to buyers willingness to pay (C) 2010 Elsevier Inc All rights reserved},
  author       = {Bondesson, Niklas},
  issn         = {0019-8501},
  keyword      = {Brand equity,Industrial marketing,Buying behavior},
  language     = {eng},
  number       = {8},
  pages        = {1269--1277},
  publisher    = {Elsevier},
  series       = {Industrial Marketing Management},
  title        = {An exploratory investigation of the elements of B2B brand image and its relationship to price premium},
  url          = {http://dx.doi.org/10.1016/j.indmarman.2010.02.024},
  volume       = {39},
  year         = {2010},
}