The impact of industrial brand equity on brand performance from the perspective of buying center members (Case study: Manufacturers of home appliances in Tehran)

Document Type : Research Paper


1 Associate Prof., Dep. of Management and Accounting, Allameh Tabataba’i University, Iran

2 PhD Candidate, International Marketing Management, University of Semnan, Iran


Nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets. This study has two main goals: 1. identify factors influencing industrial brand equity, 2. examine the relationship between industrial brand equity and brand performance. SPSS software was used to analyze data and PLS software was used to test hypotheses. Research findings indicate a significant positive effect of perceived quality, brand loyalty, social responsibility of supplier, reputation of supplier and quality of relationship between the buyer-supplier on industrial brand equity. The effect of brand awareness on industrial brand equity was insignificant. The results also showed significant positive effect industrial brand equity on brand performance in industrial markets.


Main Subjects

Aaker, D. (1996 a). Builing strong brands. New York: free press.
Aaker, D.A. (1991). Managing Brand Equity. New York: The Free Press.
Azizi, Sh., Ghareche, M. & Sattar, V. (2011). A model to explain factors influencing on brand performance in Food industry. Quarterly Journal of Business Management, 10(3): 115-126. (in Persian)
Bendixen, M., Bukasa, K. & Abratt, R. (2004(. Brand Equity in the Business-To-Business Market. Industrial Marketing Management, 33(5): 371–380.
Beverland, M. (2005). Creating Value for Channel Partners: The Cervena Case. Journal of Business and Industrial Marketing, 20(3): 127–135.
Beverland, M., Napoli, J. & Lindgreen, A. (2007). Industrial Global Brand Leadership: A Capabilities View.  Industrial Marketing Management, 36(8): 1082–1093.
Brickley, J., Smith, C. & Zimmerman, J. (2002). Business Ethics and Organizational Architecture. Journal of Banking & Finance, 26 (9): 1821-1835.
Chen, Y. M., Su, Y. F., Lin, F. J. (2011). Country-of-origin effects and antecedents of industrial brand equity.  Journal of Business Research, 64(11): 1234-1238.
Fraser, J. W. (2003). Personal versus Nonpersonal Sources of Brand Information: An Examination of their Influence on Brand Equity in a Business-to-Business Market. A Dissertation Submitted to: The H. Wayne Huizenga School of Business and Enterpreneurs.
Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2): 70–87.
Haghighinasab, M., Yazdani, H., and Moradi, E. (2012). The Effect of Brand Values on the Relationship Performance in B2B Markets (A Case of SHATEL Co.). Journal ofBusiness Management Perspective, 41(8): 27-45. (in Persian)
Huntley, J. K. (2006). Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention. Industrial Marketing Management, 35(6): 703-714.
Hutton, J. G. (1997). A Study of Brand Equity in an Organizational-Buying Context. Journal of Product and Brand Management, 6(6): 428-439.
Johnson, M.D. & Selnes, F. (2004). Customer portfolio management: Toward a dynamic theory of exchange relationships. Journal of Marketing, 68(2): 1-17.
Jones, R. (2005). Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity.  Brand Management, 13(1): 10-32.
 Keller, K.L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57 (1): 1-22.
Kotler, P. and Keller, K.L. (2012). Marketing management, Translator: Amir Jahfari, M. (2014), Tehran, Nas press. (in Persian)
Kotler, P. and Pfoertsch, W. (2006). B2B brand management, Translators: Haghighi, M., Moosavi, A. and Sadegh Vaziri, F. (2011), Tehran, Negah Danesh press. (in Persian)
Lai, C. S., Chiu, C. J., Yang, C. F., Pai, D. C. (2010). The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation. Journal of Business Ethics, 95(1): 457–469.
Marquardt, A. J. (2013). Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based.  Industrial Marketing Management, 12(1): 1-12.
Michell, P., King, J. & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30 (5): 415-425.
Mudambi, S. M., Doyle, P. & Wong, V. (1997). An Exploration of Branding in Industrial Markets.  Industrial Marketing Management, 26(5): 433-446.
Mudambi, S.M. (2002). Branding importance in business-to-business markets: three buyer clusters. Industrial Marketing Management, 31(6): 525-533.
O’Cass, A., Ngo, L. V. (2006). Market orientation versus innovative culture: two routes to superior brand performance. European Journal of Marketing, 41(2): 868-887.
O'Cass, A., Weerawardena, J. (2010). The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, 39(4): 571-581.
Pappu, R. and Quester, P. (2006). Does customer satisfaction leads to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product and Brand Management, 15)1): 4-14.
Prahinski C., Fan, Y. (2007(. Supplier evaluations: The role of communication quality. Journal of Supply Chain Management, 43(3): 16-28.
Sehhat, S., Bajmalvi, H. & Kashkoli, M. (2012). Impact mix marketing on brand equity Insurance Entrepreneur Company. QuarterlyJournal of Business Management, 12 (4): 71-90. (in Persian)
Seyyed Javadein, S. R., Amini, A. & Amini, Z. (2011). Effect of brand in business customer loyalty. Journal ofBusiness Management Perspective, 36(3): 57-73. (in Persian)
Shipley, D., & Howard, P. (1993). Brand-Naming Industrial Products. Industrial Marketing Management, 22(1): 59-66.
Skarmeas, D., Katsikeas, C. S., Spytopoulou, S., & Salehi-Sangari, E. (2008). Market and supplier characteristics driving distributor relationship quality in international marketing channels of industrial products. Industrial Marketing Management, 37(2): 23-36.
Smith, W. & Higgins, M. (2000). Cause Related Marketing: Ethics and the Ecstatic. Business and Society, 39 (3): 304-322.
Srinivasan, V., C.S. Park and D.R. Chang (2005): An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources, Management Science, Vol. 51 (Issue 9), 1433-1448.
Sutton. D. & Klein, T. (2003). Enterprise Marketing Management. New Jersey: John Wiley & Sons, Inc Publishing.
Tauber, E.M. (1988). Brand leverage: Strategy for growth in a cost-control world. Journal of Advertising Research, 28(4): 26-30.
Tong, X. & Hawley, J.M. (2009).Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product and Brand Management, 18(4): 262-271.
Ulaga, W. & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of Marketing, 70(1): 45-76.
Van Riel, A. C. R., Mortanges, C. P. & Streukens, S. (2005). Marketing Antecedents of Industrial Brand Equity: An Empirical Investigation in Specialty Chemicals, Industrial Marketing Management, 34(8): 841-847.
Varadarajan, P. R. & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3): 58-74.
Weerawardena, J., O’Cass, A., Julian, C. (2006). Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance. Journal of Business Research, 59(2): 37-45.
Yoo, B., Donthu, N. & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2): 195-211.