Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises ~ Volume 15 (Advances in Business Marketing & Purchasing)

Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands. This book goes well beyond basic marketing textbooks to provide extensive reviews of relevant studies, original research reports, and in-depth implications for the following B2B brand management issues: Building a Strong B2B Brand; Building a Strong Brand to Resellers; B2B Brand Equity - Theory, Measurement, and Strategy; Effective Strategies for B2B Service Brands; Brand Meaning and its Impact in Subcontractor Contexts; Brand Image, Corporate Reputation, and Customer Value; Internal Branding Theory, Research, and Practice; and, Pricing Theory and Strategy Applications in B2B Brand Management. Collectively these chapters address most aspects of the marketing mix for business-to-business and industrial marketers. Each of the papers provides valuable brand management insights for managers. The chapters are original contributions by leading scholars and B2B brand managers; each chapter following the introductory chapter includes a brand management problem-exercise with a separate instructor's note. Business-to-business brand management Theory, research and executive case study exercises......Page 1 ADVANCES IN BUSINESS MARKETING AND PURCHASING......Page 2 Copyright page......Page 3 Editorial review board......Page 4 Editors’ biographical sketches......Page 5 List of Contributors......Page 6 Effective business-to-business brand strategies: introduction to business-to-business brand management......Page 8 Introduction......Page 9 Building a strong B2B brand......Page 10 B2B brand equity: theory, measurement, and strategy......Page 11 Effective strategies for B2B service brands ......Page 12 Brand meaning and its impact in subcontractor contexts......Page 13 Internal branding theory, research, and practice ......Page 14 Pricing theory and strategy applications in B2B brand management......Page 15 Conclusion......Page 16 References......Page 17 Building a strong business-to-business brand......Page 18 Introduction......Page 19 Ensure the Entire Organization Understands and Supports Branding and Brand Management......Page 22 Horizontal and Vertical Alignment......Page 23 Brand Mantras......Page 24 A GE Application......Page 25 Corporate Credibility......Page 26 Frame Value Perceptions......Page 28 Link Non-Product-Related Imagery Associations......Page 30 Customer Service......Page 31 Emotions and Decision-Making......Page 32 Segmentation within Organizations......Page 33 Segmentation across Organizations......Page 35 References......Page 36 Discussion Question......Page 38 Manufacturer brand benefits: Mixed methods scaling ......Page 39 Introduction......Page 40 Research Method......Page 44 Qualitative Method......Page 49 Developing the conceptual framework......Page 56 Testing the measurement model......Page 70 Data Collection......Page 75 Data Analysis......Page 83 Measurement model......Page 89 Discussion......Page 97 Significance of Findings......Page 100 Contributions to Knowledge......Page 102 Managerial Implications......Page 105 Limitations of Research......Page 106 Conclusions......Page 110 References......Page 111 Item Labels and Item Questionnaire Wording......Page 118 Questions for Discussion......Page 119 Building brand equity between manufacturers and retailers......Page 121 Introduction......Page 123 Overview of branding......Page 125 Definition of brand equity......Page 126 Financial Approach to Brand Equity......Page 128 Consumer-Based Brand Equity......Page 129 Brand equity from an individual consumer perspective ......Page 130 Dimensions of Consumer-Based Brand Equity......Page 131 Measurement of Consumer-Based Brand Equity......Page 133 Brand equity in a business-to-business context......Page 135 The importance of brands to retailers......Page 138 Retailer-based brand equity......Page 143 Brand Association......Page 145 Brand Satisfaction......Page 146 Consumer-Based Brand Equity......Page 147 Brand Trust......Page 148 Brand Loyalty......Page 149 Relationships among Three Dimensions of Retailer-Based Brand Equity......Page 150 Effects of brand equity on retailer performance......Page 151 The role of manufacturer support......Page 152 Survey Design......Page 154 Measuring Brand Association through Satisfaction and Consumer-Based Brand Equity......Page 155 Measuring Brand Trust......Page 157 Measuring Brand Performance......Page 158 Pilot Study......Page 159 Main Survey Design......Page 160 Sample Size and Selection......Page 161 Data Analysis Techniques......Page 162 Survey results......Page 164 Sample Characteristics......Page 165 Testing the Components of Retailer-Based Brand Equity - The Measurement Model......Page 166 Brand Association......Page 168 Brand Trust......Page 170 Brand Loyalty......Page 171 Brand Performance......Page 173 Manufacturer Support......Page 174 The Final Measurement Model......Page 175 Structural Equation Model of Retail-Based Brand Equity......Page 176 The Influence of Brand Association on Brand Trust......Page 178 The Influence of Brand Association on Brand Performance......Page 179 The Influence of Manufacturer Support on Brand Trust......Page 180 Conclusions and implications......Page 181 References......Page 187 Structural equation modeling fit indices......Page 196 Case study: Pepsi struggles to connect with the small, independent grocery sector in Vietnam......Page 198 Questions......Page 200 Managing business-to-business service brands......Page 201 Introduction......Page 202 Brands and brand equity......Page 203 B2B brands......Page 205 Service brands......Page 207 Brand Awareness......Page 208 Brand Image......Page 209 Logistics service brands......Page 210 Study 1......Page 211 Study 1 Findings......Page 212 Study 2......Page 214 Study 2 Findings......Page 215 Measurement Model......Page 216 Open-Ended Responses......Page 218 Discussion......Page 219 Implications......Page 220 References......Page 223 Sample survey items......Page 226 B2B Services brand case study......Page 227 Brand meaning and impact in subcontractor contexts ......Page 228 The particularities of subcontractors......Page 229 Brand Management for Subcontractorsquest......Page 230 The contemporary brand concept......Page 231 What Can be Brandedquest......Page 232 Everything Can be Branded But Not in the Same Way......Page 233 Research on B2B Brand Management......Page 235 Branding feasibility as a function of brand impact on buyer behavior......Page 236 Study outline......Page 237 Situation 1: The Buyer Needs to Manufacture a Specific Item and Aims to Use One of Its Qualified Subcontractors......Page 239 Situation 2: The Buyer Needs to Manufacture a Specific Item. As no Suitable Subcontractor Exists in the Portfolio a New One Must be Found......Page 243 The Meaning of Brand......Page 249 The Impact of Corporate Brand Image......Page 251 Concluding remarks......Page 254 Limitations and further research......Page 255 References......Page 256 HybroPlastic - what is the competitive edgequest......Page 259 HybroPlastic - trainer’s note......Page 263 Brand image, corporate reputation, and customer value......Page 267 Problem Orientation......Page 268 Outline of the Study......Page 270 Marketing and Resource-Based View......Page 271 Market-Based Assets......Page 272 Marketing and Firm Performance......Page 273 Relationship Brands-Customers......Page 274 Brand and Value for the Firm......Page 275 Branding in the Business Markets......Page 276 What is ‘‘Brand Equity’’quest......Page 277 Brand Equity: A Customer Perspective......Page 278 Brand Image in Business-to-Business Situation......Page 280 Corporate Reputation versus Corporate Image and Corporate Identity......Page 281 Role of Corporate Image and Reputation in Business Markets......Page 283 Pitfalls of Brand Equity Perspective......Page 284 Total Quality Management......Page 286 Customer Satisfaction......Page 287 Customer Value Definition......Page 288 Customer Value in Business-to-Business Marketing......Page 289 Model development......Page 290 Brand Equity and Brand Image......Page 291 Brand Equity and Corporate Reputation......Page 292 Corporate Reputation......Page 293 Perceived Quality, Customer Value, and Customer Loyalty......Page 296 Brand Image and Perceived Quality......Page 297 Brand Image and Customer Loyalty......Page 298 Corporate Reputation and Customer Value......Page 299 Perceived Quality, Prices and Costs, Customer Value, and Customer Loyalty Relationships......Page 300 Conceptual Framework......Page 301 Secondary Data......Page 302 Questionnaire Design......Page 303 Scales and Their Items Included in the Questionnaire......Page 306 Single-Item Scales......Page 307 Overall Evaluation Measures......Page 308 Questionnaire Administration......Page 309 Missing Values......Page 310 Assumptions......Page 311 Steps......Page 312 Advantages of Using Structural Equation Modeling......Page 314 Measurement Stage: Confirmatory Factor Analysis......Page 315 Unidimensionality......Page 316 Validity......Page 317 Content Validity......Page 318 External Validity......Page 319 Structural Model......Page 320 Evaluating the Overall Fit......Page 321 The Effect of Normality Violations on the Model......Page 323 Re-Specification......Page 324 Data Checking......Page 325 Excessive Missing Values Deletion......Page 326 Imputation......Page 327 Univariate Normality......Page 329 Exploratory Factor Analysis......Page 330 Initial Factors Extraction......Page 331 Factor Rotation......Page 333 Assumptions Testing......Page 334 Unidimensionality......Page 335 Reliability......Page 337 Validity: Convergent Validity and Discriminant Validity......Page 338 Structural Model......Page 340 Goodness-of-Fit Statistics......Page 342 Brand Image and Customer Value......Page 343 Additional Findings......Page 344 Data Checking......Page 345 Variance Extracted......Page 347 Hypothesized Relationships Evaluation......Page 349 Discussion of Findings......Page 350 Brand Image and Perceived Quality......Page 351 Corporate Reputation and Customer Loyalty......Page 352 Additional Findings......Page 354 Academic Implications......Page 355 Managerial Implications......Page 356 Corporate Reputation-Customer Loyalty Relationship......Page 357 Modeling Customer Value......Page 358 Research Limitations......Page 359 Future Research......Page 360 Conclusion......Page 362 References......Page 363 Questionnaire......Page 375 Constructs and measurements......Page 377 Skewness and kurtosis......Page 380 Communalities......Page 384 Factor loadings......Page 387 Instructor’s Note for the Case Study: Manufacturer Company Reputation Benefits......Page 390 Enacted internal branding: Theory, practice, and an experiential learning case study of an Austrian B2B company ......Page 392 Introduction......Page 393 Life Behind the Scenes......Page 394 Origins of Discrepancies between Actual and Intended Internal Brand Enactments......Page 396 Conflict Neutralizing System-Inherent Dynamics......Page 398 The Case......Page 399 A Mixed-Method Research Procedure to Surface Internal Brand Enactments......Page 402 Conflicts and Agreements......Page 404 Backstage Enacted Corporate Brand Values......Page 418 Discussion and managerial implications......Page 422 Data Material......Page 424 Teacher’s Note......Page 426 References......Page 428 Pricing theory and practice in managing business-to-business brands......Page 432 Pricing strategy......Page 434 Perceived value......Page 437 Perceived quality......Page 442 Price sensitivity......Page 444 Measuring buyer response to price......Page 447 Detailed example of buyer response modeling......Page 450 Segmented pricing......Page 464 Segmented pricing and yield-management systems......Page 468 Competitor response assessment......Page 471 Costing and contribution assessment......Page 476 Pricing decision recommendations......Page 478 Concluding observations......Page 480 References......Page 481 Solve this consulting assignment ......Page 485 Plaswire: A New Kiwi Fencing Product ......Page 487 Marketing Plaswire ......Page 488 Solution for market introduction of new fencing wire ......Page 489 Subject index......Page 490 Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside Building a strong business-to-business brand / Kevin Lane Keller Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt Brand meaning and impact in subcontractor contexts / Anna Blomba ck Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside. Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.