Branding in B2B: the value of consumer goods brands in industrial markets

Viardot Eric

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Branding in B2B: the value of consumer goods brands in industrial markets

机译：B2B中的品牌：工业市场中消费品品牌的价值

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摘要

Purpose - This paper aims to explore whether consumer goods brands (CGBs) have more brand equity than exclusively professional brands (EPBs) do in the context of the industrial detergents market.

机译：目的-本文旨在探讨在工业洗涤剂市场中，消费品品牌（CGB）是否比专有专业品牌（EPB）拥有更多的品牌资产。

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来源
《Journal of business & industrial marketing》 |2017年第3期|337-346|共10页
作者
Viardot Eric;
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作者单位

EADA Business Sch, Dept Strategy, Barcelona, Spain;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Brand awareness; Brands; Business-to-business marketing; Brand equity; Business-to-business branding; Top of mind;

机译：品牌知名度;品牌;企业对企业营销;品牌资产;企业对企业品牌;最高思想;

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1. Consumer evaluations on brand extensions:B2B brands extended into B2C markets [J] . Sebnem Burnaz, Pinar Bilgin Journal of Product & Brand Management . 2011,第4a5期

机译：消费者对品牌扩展的评估：B2B品牌已扩展到B2C市场
2. Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background [J] . Zhou Zhimin, Ding Yi, Feng Wenting, Journal of Business Research . 2021,第Juna期

机译：将B2B品牌扩展到B2C市场：是否应该强调B2B行业背景
3. Brands: Just for consumers? Introduction to the special issue on B2B branding [J] . Sheena Leek, George Christodoulides Industrial marketing management . 2011,第7期

机译：品牌：只为消费者？ B2B品牌专刊简介
4. The Path from Consumer-Based Brand Authenticity to Consumer-Based Brand Equity: The Mediating Role of Brand Identity [C] . Riccardo Rialti, Maria Carmen Laudano, Lamberto Zollo AMA Summer Academic Conference . 2018

机译：基于消费者的品牌真实性的路径，以消费者为基础的品牌股权：品牌标识的调解作用
5. China's consumer market: Shanghai consumers' attitudes toward foreign-brand and Chinese-brand apparel. [D] . Hu, Qiyong. 1994

机译：中国的消费市场：上海消费者对外国品牌和中国品牌服装的态度。
6. How brand attitude brand quality and brand value affect Thai canned tuna consumer brand loyalty [O] . Pichit Chuenban, Puris Sornsaruht, Paitoon Pimdee 2021

机译：品牌态度如何品牌品质和品牌价值影响泰国罐头金枪鱼消费品牌忠诚度
7. The Analysis of Consumer Behavior in Relationship to a Global Brand in the Lodging Industry, Across Europe and North America Abstract: The world is changing at a fast pace and more concepts related to globalization emerge. Like, for instance, global marketing which implies an increase pressure to understand consumer behavior and its underlying changes, at a much broader level. Research, nowadays, has to uncover and comprehend certain issues like how customers in some countries are the same and different in others; how they respond positively to a particular brand, but not to umbrella branding; how they perceive quality and how they spend their available resources (of time, money, effort), giving the current economic situation. As this paper covers a case study based on a multinational corporation in the lodging industry, we will further explore certain consumer behavior dimensions in relation to the perceived image and the buying pattern of the global brand examined. [O] . Luigi DUMITRESCU, Alin OPREANA, Simona VINEREAN 100

机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Branding in B2B: the value of consumer goods brands in industrial markets

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