B2B brand extension to the B2C market—The case of the ICT industry in Taiwan

Autor:	Sheng-Yao Peng, Ying-Chan Tang, Fen-May Liou
Rok vydání:	2008
Předmět:	Marketing business.industry Strategy and Management Brand awareness Advertising Competitive advantage Brand loyalty Brand management Marketing management Brand extension Employer branding Brand equity business
Zdroj:	Journal of Brand Management. 15:399-411
ISSN:	1479-1803 1350-231X
DOI:	10.1057/bm.2008.7
Popis:	Brand extension has been recognised as a strategic asset by most companies. Since the original study of Aaker and Keller,1 research on brand extensions has mostly focused on what causes an extension’s success.2,3 Analogous to consumer marketing, branding is considered as a leverage of sustainable competitive advantage in business-to-business (B2B) environments.4,5 In addition to consumer-based brands such as Coca Cola, Nokia and Nike, industrial brands such as Intel, AMD and GE are considered on the top brands as well.6 The inherent attractiveness of an industrial brand allows the customer—manufacturer or the customer— artisan to acutely identify and select a supplier brand, especially where repeat purchase decisions rely heavily on past performance.7
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ff287fee185f8fb6187b1b3dff2bc2d9 https://doi.org/10.1057/bm.2008.7 Zobrazit plný text záznamu Plný text ve formátu PDF