Explicating industrial brand equity Integrating brand trust, brand performance and industrial brand image

摘要

Purpose - The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers' brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer's behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers' responses such as loyalty and long-term commitment.