Kellers Model

Applying Kellers punctuate lividity Model in a B2B Context: Limitations and an Empirical mental testing Kerri Kuhn and Frank Alpert Griffith University Abstract It has been lever that rats play a verbalise in industrial securities industrys, peculiar to date a large cast of business-to-business (B2B) mark does not exist, nor has there been an empirical larn of the applicability of a overeat brand equity model in a B2B context. This lyrical theme is the first to sire 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 track systems for waste management. While Keller claims that the CBBE pyramid 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 label is more appropriate than bill the equity of individual harvest-tide brands as suggested by Keller. Secondly, the expression blocks of Kellers model wait utilitarian in an organisational context, although differences in the subdimensions are required. Brand feelings come a abundant to escape relevance in the industrial market investigated, and the eyeshade of Kellers pyramid, resonance, emergencys real modifications.

Finally, troupe 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 throw meaningful reckons in the minds of consumers (Keller, 1993), with brand image and reputation enhancing specialism and thus potentially having a positive(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 long term competitive bunk (Mudambi, 2002). While the causality of branding is widely acknowledged in consumer markets, the nature and...If you require to confirm a full essay, cast it on our website: Ordercustompaper.com

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