It has been recognised that brands play a role in industrial markets, but to date a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been an empirical study of the applicability of a full brand equity model in a B2B context. This paper is the first to...

Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged...

Brand names and brand equity are recognized as important intangible assets among firm managers in the global food supply chain. This analysis investigates the long-run potential of brand equity among food processors to actually create real options for a firm's management. The empirical analysis...

The purpose of this research was to establish the impact of brand equity and productaugmentation on purchase decisions involving industrial commodities. The field ofinvestigation was that of industrial tyres in the South African open cast miningindustry and the sample was extracted from buying...

Brands have been considered as an asset and a source of sustainable competitive advantage by marketing authors. A company that can leverage on a strong brand can maintain and gain market share and resist pressures on price. Competitive advantages resulting from building a strong brand have more...

Events are part of the attraction of a destination and as such should be included in the integrated marketing for the destination and incorporated into a destination's branding strategy. This implies the need to evaluate the contribution of an event not just in terms of the direct financial...

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identitysponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune...

Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community's...

Purpose – The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...