To invest, or not to invest, in brands? / Backhaus ,Klaus 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.1082–1092 Titre : To invest, or not to invest, in brands? : drivers of brand relevance in B2B markets Type de document : texte imprimé Auteurs : Backhaus ,Klaus, Auteur ; Steiner, Michael, Auteur ; Lügger, Kai, Auteur Année de publication : 2012 Article en page(s) : pp.1082–1092 Langues : Anglais (eng) Mots-clés : brand relevance  functions  investment  business types Index. décimale : 650 Résumé : When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefits as well as information cost and risk reductions. This study is the first to investigate these underlying mechanisms of brand relevance in a business-to-business setting. Our main contribution is that, in contrast with consumer markets, brand relevance in industrial markets depends primarily on risk and information cost-reducing effects. Therefore, business-to-business firms should invest in their brands using tactics that support the reduction of risk and information search costs for customer decision making. This article also demonstrates that brand relevance differs across product categories, such that depending on the specific category, investing in brands may or may not be a promising strategy. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001301 [article] To invest, or not to invest, in brands? : drivers of brand relevance in B2B markets [texte imprimé] / Backhaus ,Klaus, Auteur ; Steiner, Michael, Auteur ; Lügger, Kai, Auteur . - 2012 . - pp.1082–1092. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1082–1092 Mots-clés : brand relevance  functions  investment  business types Index. décimale : 650 Résumé : When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefits as well as information cost and risk reductions. This study is the first to investigate these underlying mechanisms of brand relevance in a business-to-business setting. Our main contribution is that, in contrast with consumer markets, brand relevance in industrial markets depends primarily on risk and information cost-reducing effects. Therefore, business-to-business firms should invest in their brands using tactics that support the reduction of risk and information search costs for customer decision making. This article also demonstrates that brand relevance differs across product categories, such that depending on the specific category, investing in brands may or may not be a promising strategy. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001301

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