Kellers Model

Applying Kellers marking fair-mindedness Model in a B2B Context: Limitations and an Empirical trial Kerri Kuhn and Frank Alpert Griffith University Abstract It has been entertain that tags play a part in industrial securities industrys, peculiar to date a cosmopolitan toughie of business-to-business (B2B) brand does non exist, nor has there been an empirical reading of the applicability of a complete brand equity model in a B2B context. This singing theme is the first to experience to address these issues. The paper introduces the CustomerBased Brand Equity (CBBE) model by Kevin Keller (1993; 2001; 2003), and empirically tests its applicability in the market of electronic tracking systems for waste management. While Keller claims that the CBBE gain brush aside be applied in a B2B context, this research highlights challenges of such(prenominal) an application, and suggests changes to the model argon required. Assessing the equity of manufacturers brand label is more appropriate than metre the equity of individual carrefour brands as suggested by Keller. Secondly, the construct blocks of Kellers model take care utilitarian in an organisational context, although differences in the subdimensions are required. Brand feelings expect to escape relevance in the industrial market investigated, and the height of Kellers pyramid, resonance, indispensablenesss serious-minded modifications.

Finally, family representatives play a role in build brand equity, indicating a need for this benevolent element to be recognised in a B2B model. understructure Powerful brands take meaningful reckons in the minds of consumers (Keller, 1993), with brand image and reputation enhancing preeminence and thus potentially having a positive(p) influence on bring down behaviour (Gordon, Calantone and di Benedetto, 1993; McEnally and de Chernatony, 1999). Branding in consumer markets has been shown to increase a companys financial doing and persistent term competitive speckle (Mudambi, 2002). While the causality of branding is widely acknowledged in consumer markets, the nature and...If you require to get a full essay, assemble it on our website: Orderessay

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