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| Tekijä: | Homburg, C. Klarmann, M. Schmitt, J. |
| Otsikko: | Brand awareness in business markets: When is it related to firm performance? |
| Lehti: | International Journal of Research in Marketing
2010 : SEP, VOL. 27:3, p. 201-212 |
| Asiasana: | business-to-business marketing brands information economics markets company performance |
| Vapaa asiasana: | branding brand awareness |
| Kieli: | eng |
| Tiivistelmä: | In Business-to-Business (B2B) environments, many companies' branding activities are focused on the dissemination of their brand name and logo without developing a more extensive brand identity. Hence, the creation of brand awareness (hereafter as: b-a.) is an important goal in several B2B branding strategies. Drawing on information economics theory, this paper examines under which conditions b-a. is linked with market performance in a B2B context. Based on the results from a cross-industry study of more than 300 B2B firms, b-a. is shown to significantly drive market performance. This link is moderated by market characteristics (as: chars.) and typical chars. of organizational buyers. |
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