Concepedia

B2b Brand Equity

B2B Brand Equity is the differential effect that a business-to-business brand asset, such as its name or reputation, has on the perceived value and customer response in industrial markets, relative to a generic equivalent, stemming from stakeholder perceptions, relationships, and experiences within complex organizational buying contexts.

34

Publications

1.8K

Citations

87

Authors

46

Institutions

Publications per year

2017–2026

11

Parents

Publications

34

An application of Keller's brand equity model in a B2B context

Kerri-Ann Kuhn, Frank Alpert, Nigel Kenneth Pope · Qualitative Market Research An International Journal · 2008 · 244 citations · Full text

, , +9

B2B branding: A financial burden for shareholders?

Lars Ohnemus · Business Horizons · 2008 · 102 citations

, , +11

Understanding (customer‐based) brand equity in financial services

Steven A. Taylor, Gary L. Hunter, Deborah L. Lindberg · Journal of Services Marketing · 2007 · 101 citations

, , +11

B2B services: linking service loyalty and brand equity

Papassapa Rauyruen, Kenneth E. Miller, Markus Groth · Journal of Services Marketing · 2009 · 96 citations

, , +16

To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets

Klaus Backhaus, Michael Steiner, Kai Lügger · Industrial Marketing Management · 2011 · 88 citations

, , +14

1–5 of 34

Authors

87

  1. BP
    Brian P. Brown

    Virginia Commonwealth University, United States

    2 publications · 101 citations

    2

    h-index

  2. WJ
    Wesley J. Johnston

    Georgia State University, United States

    2 publications · 77 citations

    2

    h-index

  3. FA
    Frank Alpert

    The University of Queensland, Australia

    2 publications · 257 citations

    2

    h-index

  4. GB
    Galina Biedenbach

    Umeå University, Sweden

    2 publications · 99 citations

    2

    h-index

  5. MB
    Morten Bach Jensen

    IT University of Copenhagen, Denmark

    1 publications · 65 citations

    1

    h-index

1–5 of 87

Institutions

46

  1. Copenhagen Business School

    Copenhagen, Denmark

    2 h-index

    2 publications

    167 citations

  2. Georgia State University

    Atlanta, United States

    2 h-index

    3 publications

    126 citations

  3. University of Oulu

    Oulu, Finland

    2 h-index

    4 publications

    256 citations

  4. Simon Fraser University

    Burnaby, Canada

    2 h-index

    4 publications

    223 citations

  5. Umeå University

    Umeå, Sweden

    2 h-index

    5 publications

    245 citations

  6. Lund University

    Lund, Sweden

    2 h-index

    2 publications

    73 citations

  7. Monash University

    Melbourne, Australia

    1 h-index

    1 publications

    66 citations

  8. University of Vienna

    Vienna, Austria

    1 h-index

    1 publications

    52 citations

1–8 of 46

Venues

  1. Journal of Business and Industrial Marketing

    8 publications · 414 citations

    8

    h-index

  2. Industrial Marketing Management

    6 publications · 317 citations

    6

    h-index

  3. Journal of Services Marketing

    3 publications · 267 citations

    3

    h-index

  4. Journal of Business Research

    JBR · 2 publications · 102 citations

    2

    h-index

  5. 1

    h-index

1–5