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https://doi.org/10.1080/1331677X.2015.1100841

Applicability of Keller’s brand equity model in the B2B chemical market

Dubravka Sinčić Ćorić   ORCID icon orcid.org/0000-0002-1834-5491
Domagoj Jelić

Puni tekst: engleski, pdf (468 KB) str. 1006-1017 preuzimanja: 547* citiraj
APA 6th Edition
Sinčić Ćorić, D. i Jelić, D. (2015). Applicability of Keller’s brand equity model in the B2B chemical market. Economic research - Ekonomska istraživanja, 28 (1), 1006-1017. https://doi.org/10.1080/1331677X.2015.1100841
MLA 8th Edition
Sinčić Ćorić, Dubravka i Domagoj Jelić. "Applicability of Keller’s brand equity model in the B2B chemical market." Economic research - Ekonomska istraživanja, vol. 28, br. 1, 2015, str. 1006-1017. https://doi.org/10.1080/1331677X.2015.1100841. Citirano 20.01.2020.
Chicago 17th Edition
Sinčić Ćorić, Dubravka i Domagoj Jelić. "Applicability of Keller’s brand equity model in the B2B chemical market." Economic research - Ekonomska istraživanja 28, br. 1 (2015): 1006-1017. https://doi.org/10.1080/1331677X.2015.1100841
Harvard
Sinčić Ćorić, D., i Jelić, D. (2015). 'Applicability of Keller’s brand equity model in the B2B chemical market', Economic research - Ekonomska istraživanja, 28(1), str. 1006-1017. https://doi.org/10.1080/1331677X.2015.1100841
Vancouver
Sinčić Ćorić D, Jelić D. Applicability of Keller’s brand equity model in the B2B chemical market. Economic research - Ekonomska istraživanja [Internet]. 2015 [pristupljeno 20.01.2020.];28(1):1006-1017. https://doi.org/10.1080/1331677X.2015.1100841
IEEE
D. Sinčić Ćorić i D. Jelić, "Applicability of Keller’s brand equity model in the B2B chemical market", Economic research - Ekonomska istraživanja, vol.28, br. 1, str. 1006-1017, 2015. [Online]. https://doi.org/10.1080/1331677X.2015.1100841

Sažetak
A B2B (business-to-business) brand is a distinctive identity that differentiates a relevant, enduring and credible promise of value associated with a product, service or organisation, as well as indicating the source of that promise. The concept of B2 brand equity is one of the most intriguing concepts connected to B2B brands.
Although there have been some attempts to conceptualise and measure B2B brand equity in the literature, in practice no consensus about the concept has been reached so far. Unlike previous studies, this study examines the applicability of Keller’s
brand equity model in a specific industry and market – the B2B chemical market.
For that purpose, a series of semi-structured face-to-face interviews were conducted
with buyers of specific industrial chemical products in the South and Eastern
European B2B chemical market. The results show that the Keller’s brand equity model can be applicable in the B2B chemical market, however, the six brand building blocks – salience, performance, imagery, judgements, feelings and resonance – as well as subdimensions that assemble the blocks, need arrangements in different ways in order to meet the logic of the B2B marketing philosophy. As a result, the respondents perceive corporate brands to be more important than product brands. They also point to the significance of the relationship with sales representatives in building
brand equity. At the top block of the pyramid respondents set partnership relations, and cooperation in developing solutions oriented towards improvement of customers’
production processes.

Ključne riječi
B2B marketing; B2B brands; Keller’s brand equity model; chemical industry; chemical market; South and Eastern European market

Hrčak ID: 171610

URI
https://hrcak.srce.hr/171610

Posjeta: 634 *