An application of Keller’s Brand Equity Model in a B2B context

Purpose – The importance of branding in industrial contexts has increased, yet a comprehensive model of business‐to‐business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to discuss the suitability and limitations of Keller's customer‐based brand equity model and tests its applicability in a B2B market.Design/methodology/approach – The study involved the use of semi‐structured interviews with senior buyers of technology for electronic tracking of waste management.Findings – Findings suggest that amongst organisational buyers there is a much greater emphasis on the selling organisation, including its corporate brand, credibility and staff, than on individual brands and their associated dimensions.Research limitations/implications – The study investigates real brands with real potential buyers, so there is a risk that the results may represent industry‐specific factors that are not representati...

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