Abstract

Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study which explored the evolution, existence and extensibility of brand equity in a particular business‐to‐business market. Concludes with practical implications for managers in business‐to‐business product or service firms.

Keywords

Citation

Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di Benedetto, Geoffrey L. Gordon, Roger J. Calantone and C. Anthony di Benedetto (1993) "Brand Equity in the Business‐to‐Business Sector", Journal of Product & Brand Management, Vol. 2 No. 3, pp. 4-16

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DOI

: https://doi.org/10.1108/10610429310046689

Publisher

:

MCB UP Ltd

Copyright © 1993, MCB UP Limited

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