In recent years, many business-to-business (B2B) component supplier (CS) firms have added branding to their marketing toolbox. By extending the logic of ingredient branding to B2B components, they aim to create “pull” from B2B end customers by building a strong CS brand image among their...

In this paper, ingredient branding is examined from different perspectives. In more specific terms, the paper deals with ingredient branding for industrial goods. There is more research on fast moving consumer goods, but less research is found for industrial goods. The paper gives an insight...

IIn the past few decades, many Taiwanese firms have served as subcontractors to the United States and Japanese branding firms. For example, in 2007, Taiwanese firms accounted for 90% of the world’s laptop output. However, over 90% of this output was under the foreign outsourcing firms’...

Allgemeine Grundlagen -- Theoretische Erklärungsansätze zur den Marketingorientierungen -- Konzeptionelle Grundlagen des Wirkungsmodells -- Grundlagen der Datenanalyse -- Empirische Überprüfung und Analyse des Modells -- Schlussbetrachtung.