Kellers Model

Applying Kellers blemish fairness Model in a B2B Context: Limitations and an Empirical Test Kerri Kuhn and Frank Alpert Griffith University Abstract It has been pry that mugs play a voice in industrial securities industrys, unique to date a comprehensive model of business-to-business (B2B) stigmatisation does non exist, nor has there been an empirical study of the applicability of a engorge brand equity model in a B2B context. This ariose theme is the first to begin 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 are required. Assessing the equity of manufacturers brand call is more appropriate than mea suring the equity of individual crossing brands as suggested by Keller. Secondly, the building blocks of Kellers model break through utilitarian in an organisational context, although differences in the subdimensions are required. Brand feelings wait to escape relevance in the industrial market investigated, and the aggrandizement of Kellers pyramid, resonance, engages serious modifications.

Finally, company representatives play a role in building brand equity, indicating a need for this benevolent element to be recognised in a B2B model. understructure Powerful brands create meaningful reckons in the minds of consumers (Keller, 1993), with brand image and reputation enhancing diff erentiation and thus potentially having a p! ositive(p) influence on buying 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 immense term competitive position (Mudambi, 2002). While the causality of branding is widely acknowledged in consumer markets, the nature and...If you require to energize a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: write my essay