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An Exploration of Branding in Industrial Markets

Mudambi, Susan M., Doyle, Peter, Wong, Veronica (1997) An Exploration of Branding in Industrial Markets. Industrial Marketing Management, 26 (5). pp. 433-446. ISSN 0019-8501. (doi:10.1016/S0019-8501(96)00151-4) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/S0019-8501(96)00151-4

Abstract

Is branding important in industrial markets? To answer this question, the authors synthesize previous research in branding and related areas to develop a new conceptual model of industrial brand value to the customer. Expected brand value consists of four components: product performance, distribution (ordering and delivery) performance, support services performance, and company performance, with each component integrating both tangible and intangible elements. This model is then compared to the views elicited from in-depth interviews with manufacturers, distributors, and purchasers of precision bearings. This exploratory study of the decision-making process and the sources of industrial brand value highlights the importance of relatively intangible product and company attributes. The findings indicate that branding may play a powerful role, especially in industrial markets where it is increasingly difficult to maintain meaningful differentiation on the basis of product quality or price.

Item Type: Article
DOI/Identification number: 10.1016/S0019-8501(96)00151-4
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 08 Jan 2013 16:38 UTC
Last Modified: 29 May 2019 09:54 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32840 (The current URI for this page, for reference purposes)
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