عنوان انگلیسی مقاله:

Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

ترجمه عنوان مقاله: افزایش ارزش گذاری برند تجاری صنعتی با استفاده از توانایی های شرکت و ارزش همکاری با مشتریان

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Few studies have examined potential impacts of firm’s capabilities upon industrial brand equity, and it remains unclear how value co-creation exerts an effect in the capabilities branding link. This paper reports the findings of an empirical study conducted among 212 Chinese firms regarding the roles of firm’s capabilities in value co-creation, customer value and brand equity development in B2B environment. The result indicates that marketing capability and networking capability build up brand equity both directly and indirectly via value co-creation and customer value, while innovation capability positively impacts brand equity indirectly by facilitating value co-creation and improving customer value. The study contributes to literature of industrial branding and value co-creation by probing into capabilities as their determinants. The findings provide managerial implications for building B2B brand equity by leveraging firm’s capabilities and co-creating value with customers.
 
Keywords: Brand equity, Innovation capability, Marketing capability, Networking capability, Value co-creation

مقدمه مقاله

The significance of enhancing brand equity for company’s success is well documented in the marketing literature (e.g.,Backhaus, Steiner, &Lügger, 2011). Branding studies have demonstrated that brand equity is an important concern for business customers in their purchase deci-sion processes. Therefore, it could give rise to similar positive outcomes in B2B setting as observed in B2C setting (Bendixen, Bukasa, & Abratt, 2004; Kotler & Pfoertsch, 2007). Brand equity motivates organizational customers to repurchase, to pay a price premium, to consider brand extensions, and to recommend the brand to others (Bendixen et al.,2004; Michell, King, & Reast, 2001). In addition, successful B2B brands with high levels of brand equity serve as the key for building trust, which is important for the exchange in industrial markets, relevant for the maintenance of a relationship, and finally affects transaction perfor-mance, market performance and profitability performance of the firm (Roberts & Merrilees, 2007).

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