The industrial brand personality scale / Herbst, Uta in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1072–1081 Titre : The industrial brand personality scale : building strong business-to-business brands Type de document : texte imprimé Auteurs : Herbst, Uta, Auteur ; Michael A. Merz, Auteur Année de publication : 2012 Article en page(s) : pp.1072–1081 Langues : Anglais (eng) Mots-clés : brand personality  business-to-business branding  B2B positioning  scale development  validity Index. décimale : 650 Résumé : To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market. Note de contenu : Industriel marketing DEWEY : 650 ISSN : 00198501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001313 [article] The industrial brand personality scale : building strong business-to-business brands [texte imprimé] / Herbst, Uta, Auteur ; Michael A. Merz, Auteur . - 2012 . - pp.1072–1081. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1072–1081 Mots-clés : brand personality  business-to-business branding  B2B positioning  scale development  validity Index. décimale : 650 Résumé : To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market. Note de contenu : Industriel marketing DEWEY : 650 ISSN : 00198501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001313

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