Template-type: ReDif-Paper 1.0
Author-Name: Riel Allard C.R. van
Author-Name: Pahud de Mortanges Charles
Author-Name: Streukens Sandra
Author-workplace-name: METEOR
Title: Antecedents of industrial brand equity: An empirical study
Abstract: Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions. 
Keywords: Economics ; 
Series: Research Memoranda
Creation-Date: 2004
Number: 011
File-URL: http://digitalarchive.maastrichtuniversity.nl/fedora/objects/guid:9091135f-f8f7-4a0c-80ef-3909991db320/datastreams/ASSET1/content
File-Format: application/pdf
File-Size: 159010
Handle: RePEc:unm:umamet:2004011