Brand Management in the Business-to-Business (B2B) Context
This research aims to explore how brand management influences business-to-business (B2B) companies in the form of new client acquisition. Keller’s customer-based brand equity model has been testified by Kuhn et al. to work in a single high-technology B2B industry. This research adapts the model to a...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2012
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| Online Access: | https://eprints.nottingham.ac.uk/25720/ |
| _version_ | 1848793040456515584 |
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| author | Chen, Mobing |
| author_facet | Chen, Mobing |
| author_sort | Chen, Mobing |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This research aims to explore how brand management influences business-to-business (B2B) companies in the form of new client acquisition. Keller’s customer-based brand equity model has been testified by Kuhn et al. to work in a single high-technology B2B industry. This research adapts the model to a different B2B market, a high-technology online service market. Specifically, the brand Testimonial Monkey and its clients are researched. The model is comprised of three steps, namely corporate brand equity, response and relationships and is validated in this industry. The practical implications for marketing practitioners and suggestions for further studies are discussed. |
| first_indexed | 2025-11-14T18:53:58Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-25720 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:53:58Z |
| publishDate | 2012 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-257202017-10-19T14:35:31Z https://eprints.nottingham.ac.uk/25720/ Brand Management in the Business-to-Business (B2B) Context Chen, Mobing This research aims to explore how brand management influences business-to-business (B2B) companies in the form of new client acquisition. Keller’s customer-based brand equity model has been testified by Kuhn et al. to work in a single high-technology B2B industry. This research adapts the model to a different B2B market, a high-technology online service market. Specifically, the brand Testimonial Monkey and its clients are researched. The model is comprised of three steps, namely corporate brand equity, response and relationships and is validated in this industry. The practical implications for marketing practitioners and suggestions for further studies are discussed. 2012-09-14 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/25720/1/Brand_Management_in_the_Business-to-Business_%28B2B%29_Context_Mobing_CHEN.pdf Chen, Mobing (2012) Brand Management in the Business-to-Business (B2B) Context. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Chen, Mobing Brand Management in the Business-to-Business (B2B) Context |
| title | Brand Management in the Business-to-Business (B2B) Context |
| title_full | Brand Management in the Business-to-Business (B2B) Context |
| title_fullStr | Brand Management in the Business-to-Business (B2B) Context |
| title_full_unstemmed | Brand Management in the Business-to-Business (B2B) Context |
| title_short | Brand Management in the Business-to-Business (B2B) Context |
| title_sort | brand management in the business-to-business (b2b) context |
| url | https://eprints.nottingham.ac.uk/25720/ |