A study of brand equity in an organizational‐buying context

Abstract

Addresses two basic questions: do organizational buyers exhibit brand‐equity behaviors such as the willingness to pay significant price premiums for certain brands; and under what conditions do those buyers place a premium on well‐known brands? Finds significant brand‐equity behaviors, based on hypothetical buying situations, in the form of organizational buyers’ willingness to pay a significant price premium for their favorite brand, make referrals, and extend their brand preference to other products with the same brand name. The better known their favorite brand was, the more likely buyers were to exhibit the three brand‐equity behaviors.